Case Study: Reducing Marketing Costs for a Leading Menswear Company

Coes, a renowned menswear shop located in Suffolk, sought innovative ways to reduce their marketing expenditure while maintaining and expanding their customer base.

They approached us expressing their interest in exploring new avenues to streamline their marketing efforts. With a current annual spend of £1 million on leafletting campaigns across East Anglia, they were determined to find a cost-effective solution that wouldn’t compromise their business growth. Through collaborative efforts, we aimed to help Coes Menswear achieve their goals of reducing these costs to £300,000 while mitigating risks.

Defining the Target Audience:

One of the initial challenges we faced was the lack of access to Coes Menswear’s previous client data. However, by closely working with the business owner, we embarked on a comprehensive journey to understand the profile of their typical buyer. Through discussions, we identified the following key characteristics:

• Males between the ages of 25 and 55.
• Professionals belonging to social class A or B.
• Located within an hour’s radius of Ipswich.

Leveraging this broad buyer profile, we then focused our efforts on analysing specific postcode sectors (e.g., NR34 7) to determine the number of males aged 25-55 residing within those sectors who matched the identified professional male variables. Armed with a budget of £300,000, we meticulously identified the sectors with the highest concentration of target buyers, allowing us to strategically allocate resources for maximum impact.

Tailored Messaging and Increased Response Rate:

By defining the characteristics of Coes Menswear’s typical buyer, we not only optimised our marketing approach but also collaborated closely with their marketing team to craft a highly targeted message tailored to the core audience. This approach ensured that the leaflets not only reached the areas with the highest likelihood of success but also resonated deeply with the market.

As a result, the maildrop campaign achieved a remarkable 50% higher response rate compared to previous efforts, all while reducing costs to less than a third, for just £5,000.

Conclusion:

Coes Menswear successfully transformed their marketing strategy, significantly reducing their annual expenditure on leafletting campaigns from £1 million to £300,000. By understanding their target audience and leveraging data-driven insights, they were able to allocate resources more efficiently, reaching the right customers with tailored messaging.

This case study exemplifies how businesses can enhance their marketing efforts, driving better results and cost savings, through a strategic website redesign and targeted campaign optimisation.