Case Study: Creating New Product Awareness and Demand Generation
The challenge
iRobot®, a leading manufacturer of floor-cleaning robots, was seeking to expand its product line to include a hands-free, self-contained vacuum cleaning and water filtering robot to clean swimming pools, called the VerroTM.
Despite its other industry-leading products' wide penetration into retail outlets, iRobot lacked retail distribution in the pool cleaning market.
To justify a nationwide product rollout for its swimming pool vacuum, iRobot first needed to create awareness and generate customer demand, while operating outside the retail channel.
The protocol solution
Protocol recommended a multitouch direct marketing campaign that didn't rely on a retail presence to drive customer awareness.
A targeted direct mail program was created that focused on specific list segments, regions, and demographic selections based on profiles of iRobot’s customers and pool owners.
By overlaying data about the client's current product owners with profiles of pool owners, Protocol's database marketing and data processing team was able to create a highly targeted and relevant campaign that made a strong connection with the target audience.
The results
Protocol's campaign was an unqualified success.
Not only did the direct mail campaign generate a positive direct marketing ROI, it produced sufficient sales to justify a full, nationwide product rollout, and to support future expanded direct mail efforts.
Additionally, the campaign helped iRobot capture valuable customer data for segmentation analysis, which helped refine customer targeting and ensured a successful nationwide product rollout.
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