products | marketing | CASE STUDY

NATURES DISTRIBUTORS
www.naturesdistributors.com

Challenge
Nature's Distributors is a 17 year old company specializing in the manufacturing and distribution of natural products marketed both online and through catalog channels. Attempts to move totally online have met with limited success and Nature's core business continues to be through the catalog channel. Years ago (being inexperienced in direct mail) Nature's was spending considerable dollars in postage when mailing the catalog; not taking advantage of postal discounts, and not capturing or preparing data properly for mailing. Repeat orders were down, finding new buyers was becoming more difficult and the database was not being utilized to its potential.

Solution
The Market Builder identified and developed new prospect mailing lists for the company. Subscriber lists with an affinity and purchasing behavior of natural supplements were added to Natures' existing customer file. List tests and response tracking were implemented. Database marketing principals were applied to the existing data. Data hygiene, merge purge and dedupe steps were implemented prior to mailing. A do-not mail file and deceased file were created. National change of address is run on the mail file every 6 months. Database enhancements included RFM and ROI analysis. A control package (which has yet to be beat) was developed. Layout of the catalog was changed and printing of the 150,000 catalogs per week was placed with a new service provider.

Response
Nature's Distributors saved $130,000 in postage costs the first year. New customers were acquired; repeat orders increased and lapsed customers returned. Nature's can now tell at the touch of a button the last purchase date, how often a customer buys and what they spend. They conduct marketing campaigns, plan catalog changes and enhancements, and implement online and offline product offerings based on sound database marketing techniques.
UNIVERSAL TECHNICAL INSTITUTE
www.uticorp.com

Challenge
UTI is one of the nation�s leading providers of technical education training. Universal Technical Institute (UTI) campuses, offer programs in automotive, collision repair, refinishing, and diesel. The institute needed an effective way to manage lead generation activities and develop and maintain their student and prospect database. Valuable leads for prospective students were being lost due to the inaccuracies of manual entry and the lead time necessary to enter the student information into the database.

Solution
The Market Builder designed a lead system that provides UTI�s educational representatives the ability to enter information on students online in real time. We maintain UTI�s lead database of 1MM plus records to this day. Sales representatives can sign on to their own leads management system and search and edit records in real time. The paper lead card has been redesigned to be a scanned document, which has turned a process that took as much as 90 days for 20,000 leads per month with less than 50% accuracy into a database and lead management system that scans 60 cards per minute with 95% accuracy.

Response
UTI is able to accurately target and contact interested parties in their educational programs in a timely manner. The new database drives their marketing strategies, saves on fulfillment, and creates accountability for sales representatives. Lead times went from being months to days, and they are able to mail interested parties with 95% accuracy. Registrations are up and growth factors are high as a result.



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