Situation:
In 2004, a domestic manufacturer wanted to be more cost-effective in the direct mail processing of one of its programs—a traveling ride and drive.

Solution:
Polk suggested and implemented several list and processing efficiencies to the program to improve event attendance:

• Included Polk Active Auto Buyer (self-reported) in-market survey records
• Increased the number of email records
• Increased the number of email broadcasts from two to three
• Included computer ownership and mail responders to the list criteria for Polk records
• Improved mapping capabilities (ZIP Code maps with attendee overlay)

Results:

• The non-Polk supplied list of 52,359 yielded a 12-month purchase rate of 2.9%
• The Polk supplied “targeted” list of only 18,630 yielded a 12-month purchase rate of 5.0%, outperforming the other vendor by 72%
• A cost reduction of 20%, or over $205,000 in savings, was recognized