Client Success Stories » Kodak

Kodak Gains 5.7 Share Points in the Digital Camera Category; Program Achieves a 54% ROI.

Digital cameras were rapidly penetrating the photography market and competition was fierce. Kodak asked Twenty-Ten to develop and pilot a national marketing campaign built around the sale of digital cameras plus accessories. Twenty-Ten's challenge was to recommend an optimal positioning/incentive offer based on research data, and to develop a targeted mailing list for greater focus than mass media. Share gains were also desired from one particular competitor.

Linking a relevant message with relevant prospects

Using Twenty-Ten's TOPS® process, a customized predictive model - or "Targeting Engine" - was developed. After applying it to a national database, the filtered names were ranked ordered: the higher the rank the better the prospect. Those at the top were selected to receive Kodak's direct mail piece.

Because the creative strategy was designed to resonate with people on Twenty-Ten's targeted mailing list, the relevance was expected to be very strong.