handshake Marketing Case Studies

Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-767-9394

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Marketing & Business Development

Copyright 2010, Confidential Property of handshake Marketing · www.handshakemarketing.com · 516-767-9394 2

handshake Case Studies

Behaviorally defined targets proven to reduce acquisition cost…

► Markets with higher concentrations of brand behavioral targets performed at

314% lower cost per unit sold than markets with lower target concentrations.

Higher Target Concentrations Lower Target Concentrations

Lower Cost Per Unit Higher Cost Per Unit

Below Avg CPUHigh CPU/ No

Units

Total # of ZIPs 442 594

TV Spend $172,805.27 $291,354.80

News Spend $287,653.15 $404,492.45

Total Spend $460,458.42 $695,847.25

Total Units 28,977 13,950 % Improvement

Avg CPU $15.89 $49.88 314%

Total HHs 2,229,802 3,181,676

Core "Key" HHs 696,694 624,494

Extended "Key" HHs 909,425 976,251

Core "Key" % Penetration 31.24% 19.63%

Extended "Key" % Penetration 40.79% 30.68%

PGE CA (Avg CPU = $26.94)Client


In “Key” behavioral

Target but not in

Demo

In behavioral

Target and in

Demo

In Demo but not

in behavioral

Target

3


Behaviorally defined targets proven to increase potential…

Behaviors define/drive what your consumer target does…demos express what your targets are like:

Major Consumer Financial Services Brand

Sweet Spot Underserved Waste



Case Study: Behavioral targeting for micro market success

Testimonial: dealership General Manager: “handshake has demonstrated to me the ability to identify, define

and reach consumers most likely to drive [brand] sales volumes in my trading area.”

Saturn Of:

May

Sales

Sales

Objective

% of

Objective

June

Sales

Sales

Objective

% of

Objective

Prior Period

Over/Under

Fredericksburg 25 28 89% 51 29 176% +87 pts

Roanoke Valley 46 40 115% 41 40 103% -13 pts

Woodbridge 52 47 111% 51 49 104% -7 pts

Manassas 28 30 93% 35 32 109% +16 pts

Lynchburg 19 17 112% 17 19 89% -22 pts

Bowie 58 75 77% 97 81 120% +42 pts

Winchester 33 35 94% 33 37 89% -5 pts

Sterling 42 46 91% 43 47 91% 0 pts

Alexandria 44 50 88% 47 51 92% +4 pts

Waldorf 24 30 80% 24 31 77% -3 pts

Fairfax 44 53 83% 40 54 74% -9 pts

Marlow Heights 15 28 54% 21 29 72% +19 pts

Before "Key" Campaign June 2001 "Key" Campaign

► Results: After using handshake’s behavioral targeting approach, the dealer achieved the #1 sales

rank position (the first time in its history) and outperformed its sales objective by 76%

Dealership

► Business Challenge: An East Coast automotive dealership had been #9 in sales ranking among about

a dozen other dealerships in the area and was having trouble meeting monthly sales objectives. The

client contracted handshake to improve its sales performance.

► Solution: handshake created a behavioral target for the dealership’s automotive brands and helped the

dealer execute a direct mail campaign against this target.



Case Study: Targeted direct mail drove high volumes of online leads

16.15%

5.00%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

2007 Campaign

Mailed-to-

Registration Rate

"Best In Class"

Website

Registration/Lead

Generation Rate

Campaign vs. Best Class Registration Rate

► Business Challenge: A Hispanic entertainment content provider contracted handshake to drive website

registration (membership sign-ups) via a targeted bilingual direct mail campaign.

► Solution: handshake developed Hispanic behavioral targets to be aligned with both the client’s

offerings and heavy online involvement. Support included target messaging profiles and direct mail list.

► Results:

► Response and registration on the

website during this campaign was

extraordinarily high, with 6,461

registrations over the course of the

campaign.

► The mailed-to-registration

conversion rate was 16.15% (6,461

of 40K mailed).

► For comparison, the average

rate of users completing an

option/free registration online

has been reported to be 2-3%,

with 5% being best in class.

This campaign performed over

3X better than best of class. ► Learning: Targeted correctly, direct mail can be a

highly successful on line lead generation tactic.



Case Study: Mass media drove awareness, direct drove response

D(D = drop) D D D

0

100

200

300

400

500

600

700

800

900

1000

5/

21

5/

28

6/

4

6/

11

6/

18

6/

25

7/

2

7/

9

7/

16

7/

23

7/

30

8/

6

8/

13

8/

20

8/

27

9/

3

Resp

on

ses b

y W

eek

BRC

Phone

Web

Totals

► Results: Response to media

was very low until targeted

direct-to-home was introduced.

DM hits

home

► Business Challenge: Strategic marketing support was needed for a multicultural campaign targeting

consumers with healthy eating messages via multiple media types.

► Solution: handshake provided behavioral targeting, message strategy inputs, and direct mail lists, linking

the client’s goals/messages to the target’s preferences and behaviors.

► Learning: While mass media provides a critical layer of

awareness, direct-to-home, coupled with target profiling, can

significantly increase response/action to messages.



Case Study: Targets can be tailored to product-specific sales needs

► Business Challenge: A concert venue wanted to be able to reach consumers with a season offering

based on sales priorities for that season. Specifically, the client wanted an emphasis on consumer

targets that would increase ticket sales for acts that do not automatically “sell out”.

► Solution: handshake provided marketing support for each season, including behavioral target mail

lists of concertgoers who would be attracted to the particular planned acts for each season.

► Results:

► Many acts were pre-sold-out from the first wave of marketing alone (1,750 seat venue)

► Over 72,000 concert ticket transactions from the 2002-2007 mail efforts.

Average campaign cost per

ticket sold:

$3.21

Average revenue per

marketing dollar spent:

$16.54

Targets were

customized

according to

each season’s

booked act

sales needs

► Learning: Reaching targets based on their preferences provides marketers the ability to prioritize

expenditures so they are in sync with sales goals.



Case Study: Integrate online/off line for “across the board” gains

► Results: As compared to prior period efforts, client realized a 56% increase in unique visit rates and

42% increase in sales. Direct mail yielded a 7% response rate and email click through rates were 8%

(versus 2-6% U.S. average)

► Business Challenge: A wireless cell phone provider needed to drive leads and sales for its product in a

highly competitive marketplace, improve results from prior period marketing efforts, and prove sales

viability to the board of directors.

► Solution: handshake developed the “key” behavioral target for the client’s specific products, taking into

consideration the product features/benefits, competitive market and consumer needs. Also provided were

campaign planning and execution support for the marketing test campaign, which included advertising via

banner ads, contextual web advertising, search marketing, targeted email and direct mail.

Kajeet Store/Phones Visitors: Unique Pageviews by week

22000

27000

32000

37000

42000

47000

1/5 1/19 2/2 2/16 3/1 3/15 3/29 4/12 4/26 5/10 5/24 6/7

SEM

starts

: 5/1

* Email Blast 1:

5/6…………………………………> * Email Blast 2: 5/13

…………………….>

DM in-home

5/7-5/13

…………………………………………>

Banner ads

---------------------5/9 to 6/30 ----

Unique Visitors by Week: Before and After Behavioral Target Campaign

► Learning: Integrated off line and online campaign tactics that are behaviorally targeted can deliver

significant lift as compared to non-targeted efforts.



► Results: By concentrating

marketing efforts in areas

with the highest presence of

behavioral target and retail

stores, the client achieved a

62% increase in response

and also greatly improved

efficiencies.

► Business Challenge: A consumer wireless device product was distributed in over 3,000 stores

nationwide (187 out of 210 DMAs) but not fully distributed in all chains. This resulted in some stores

carrying the product and others not within the same markets, and hence significant inefficiencies when

advertising at the DMA level.

► Solution: handshake mapped concentrations of behavioral targets around each store and provided

direct to home (email/mail) lists so that buyer traffic could be directed to stores that carried the product.

The black markets had highest volume of

behavioral target households, while the color

dots represented the retail locations.

Case Study: Efficiency lifted when store distribution was “spotty”

► Learning: Markets with the largest populations were not necessarily the best markets to go to. Prioritize

markets based on both high availability (store presence) and demand (target presence) for maximum

and immediate impact on sales.



► Business Challenge: A high-end consumer home furnishings retailer was experiencing below-

expectation results from its traditional mailings. They desired a more advanced direct mail list

targeting solution to improve results, as well as refined local market media strategies to better

motivate household targets to purchase.

► Solution: handshake profiled existing local market customer records along with surveyed customers

of competitor stores to find the right blend of household segments to include in local mailings, as

opposed to a national definition. Local “Key” target profiles were also provided to help the client get

into the mindset of the potential customer base and shape all types of sales communications and

local efforts.

Case Study: Localized targets outperformed national targets

► Results over several efforts:

► 53% incremental increase in total purchases

► 71% incremental increase in gross receipts from local behavioral targets.

► Acquisition targets purchased 44% more than repeat customers.

► $2.06 for every dollar spent increased to $3.88 with optimization.

► Learning: Correctly defined and localized target definitions can dramatically improve success from

local marketing expenditures and sales volume levels.



► Business Challenge: Sacramento Visitor & Convention Bureau had a ground-breaking tourism

program called “Gold Card” but needed the tools to attract households to this program.

► Solution: handshake provided behavioral targets and profiling, creative/message recommendations,

and mass media inputs as well as direct mail lists, campaign performance measurement &

optimization recommendations.

Case Study: Behavioral marketing program boosts tourism

► Results: 5 years (and still running) there has been consistent, period over period growth in Gold Card

memberships, reduction of cost per member acquired, and measureable growth impact on local

commerce revenues.

► Learning: Consumer targets, through all tactics, can be defined and attracted to market centers

based on the uniqueness of the market and the specific attractions offered.



Case Study: Performance guarantee campaign results

► Business Challenge: Acquisition and upgrade campaigns for cable operators and programmers typically

result in 0.4% to 1.5% order rates, depending on the offer. In this cable operator and programmer effort,

there were multiple subscriber services, types of targets and markets involved. handshake guaranteed

performance at rates that were roughly 2X historical averages.

► Solution: Custom behavioral targets for seven U.S. regions, targets profiling, and inputs to support

message, offer and direct mail versioning. handshake developed a marketing database for the client,

with all the targeting selects of customers and non-customers.

► Order Results Above Performance Guarantee: +53.91% higher for Cable Basic service,

+109.23% for Digital Acquisition, +96.52% for Digital Upgrade and +102.22% for High Speed Data.

A total of 70,267 campaign target/mail list match subscribers.

► Learning: The approach of segmenting messages/offers based on regionally defined behavioral

targets paid significant dividends and was also scalable to a national program level.

Actual % Lift Actual % Lift Actual % Lift Actual % Lift

Video Acquisition 2.30% 3.30% +43.48% 2.44% +6.09% 5.70% +147.83% 3.51% +52.61%

Digital Acquisition 1.30% 2.53% +94.62% 2.54% +95.38% 3.75% 188.46% 2.69% +106.92%

Digital Upgrade 2.30% 3.27% +42.17% 7.10% +208.7% 3.14% +36.52% 5.00% +117.39%

HSD 0.90% 2.02% +124.44% 1.37% +52.22% 1.90% +111.11% 2.17% +141.11%

Northwest Gulf Coast Los Angeles Mid-South Guarantee

Rate Product

Actual % Lift Actual % Lift Actual % Lift Actual % Lift

Video Acquisition 2.30% 6.29% +173.48% 3.10% +34.78% 3.56% +54.78% 3.54% +53.91%

Digital Acquisition 1.30% 3.96% +204.62% 2.43% +86.92% 2.06% +58.46% 2.72% +109.23%

Digital Upgrade 2.30% 5.53% +140.43% 3.41% +48.26% 5.35% +132.61% 4.52% +96.52%

HSD 0.90% 2.79% +210% 0.97% +7.78% 1.70% +88.89% 1.82% +102.22%

TOTAL Product

Guarantee

Rate Nevada Southeast Northeast



► Business Challenge: The goal of the "Champions for Change" outreach campaign, federally funded via

the Food Stamp program, was to increase healthy eating habits among low-income households, since

there seems to be an inverse correlation between income level and level of healthy eating. Marketing

targets requirement was households in 185%+ poverty level census tracts in California.

Case Study: Ground-breaking effort results in behavioral change

► Results:

► Though it was less than 10% of the total campaign spend, targeted direct-to-home represented

98% of total campaign responses (over 10,000 mail response cards received).

► Field research showed a measurable lift in recipients’ “self efficacy and normative beliefs” (i.e.,

change in attitudes) and some lift in “response efficacy”. It’s very rare to achieve this kind of lift

from one campaign tactic.

► Markets with higher presence of outreach centers performed better than markets with no centers.

► Learning: While mass media has value in cause campaigns, it can be cost inefficient to reach micro

targets with mass media. Targeted direct to home was proven to not only be the most cost efficient

tactic but was the only tactic to result in measureable behavioral change.

► Solution: handshake provided behavioral target definitions, target profiles, campaign input, direct mail

lists, performance measurement, and optimization services. The client used grassroots, mass media,

and direct mail tactics to motivate households to improve their eating habits. The DM package included

healthy eating tips and recipes from real Moms to real Moms, DVD, and business reply cards. Most

materials were bilingual English and Spanish.



Case Study: Sales presentation makeover pays off

► Business Challenge: A manufacturer of digital entertainment content systems for use within retail

establishments was having a difficult time getting sales leads to convert into serious leads using its

current set of sales presentations.

► Solution: handshake worked closely with the client to develop a sales presentation strategy and “wish

list” of proof point topics that sales execs believed would have the most impact. From there, handshake

developed a resource that included behavioral targets, target profiles across entertainment/shopping

preferences, and market research to uncover facts that supported various claims such as “in store

entertainment services has been proven to increase store purchase levels.” Draft presentation

materials woven around existing product slides were prepared and the presentation flow/copy was

refined until the client was satisfied with the result.

► Results: The draft presentations were field tested with actual retail chain prospects and the feedback

was that the new treatment was exactly what was needed to better understand and evaluate the

proposition. The incorporation of these new materials had an immediate and positive impact on

business development results, including shortening the length of time to close deals.

► Learning: Most sales execs already know what it takes to close a deal, they just need to be provided

with what is needed. While it takes some time and resources to bring sales presentations to that next

level of prospect relevance/strong proof points – the investment can be an integral part of getting an

account to become interested, remain engaged, and ultimately give you the order.

Testimonial: Steve Birrell, SVP/General Manager: “The business development presentation strategies and supporting

data provided by handshake enhanced our credibility in terms of how our prospective accounts perceived us and how

they valued what we brought to the table. Ultimately it has shortened the length of time between initial interest and

proposal requests. When presented to our existing and potential restaurant/retail accounts handshake's market data

validates critical selling points."



Case Study: Venue attendee profiles used to “sell in” Sponsorship

► Results: While the Sponsor had turned down many prior proposals, the

venue secured a financial commitment from just one presentation. The

revenue results for both the Sponsor and Venue far exceeded

expectations. Everyone profited from this effort.

► Business Challenge: There is significant competition for advertising and sponsorship budgets. When the

economy shrinks or budgets are cut, sponsorship budgets are usually the first to suffer. Organizations

selling sponsorships need to be able to prove their value to the specific brands they are selling and offer

programs that will generate results, not just awareness.

► Solution: Concert goers purchasing profiles were able to be directly linked to the Sponsor’s product using

the same sources marketing executives use to base these types of decisions. This information was

presented as part of a Sponsorship proposal: cover the expense of the concert brochure mailing; in

exchange the Sponsor would insert its offer in the mailing. The concert brochure/sponsor insert mailing

was targeted to reach most likely ticket buyers who also were likely to buy the Sponsor’s product. The

sponsor’s creative treatment was in sync with the venue’s style/brand/content context.

► Learning: In order to buy into proposals, prospective Sponsors need

proof points that validate “the fit” between the Sponsor’s brand target

and the venue’s audience. Sponsors are seeking and respond well to

measureable marketing efforts that can result in profitable ROI from

the Sponsorship buy.



Case Study: The killer application for affiliate sales

► Results: The Library desktop application reduced the time

involved for presentation development and resulted in

significantly better meeting decks/meeting results. Many

resources that were previously not being utilized were now all

fully employed so that the affiliate sales team could customize

presentations for any relevant topic or market area.

► Business Challenge: A major cable networks client owned thousands of pages of research and millions of

dollars of licensed data but needed a way to pull it all together into one usable resource that would

support quality and market-specific affiliate presentations. Client needed to be able to prove that their

value far exceeded their fees.

► Solution: handshake developed an easy to use presentation creator application, the handshake Library,

that integrated all the research, data and presentation slide assets into one resource. All of the

information was organized around key strategic sales points and translated into “cool slide” treatments,

and competitive networks data was also incorporated so comparisons could be presented. The users’

desktop interface allows for “click of a mouse button” functionality so that anyone could use the

application.

► Learning: There is often a disconnect between the enormous

value that research offers and presentation deck content.

Focusing on the best of the best of all the resources while having

immediate access to all information assets enabled the sales

team to dramatically improve the quality of presentations and

meeting outcomes.



Case Study: Digital out of home network ad sales solution

► Business Challenge: Client owned digital screens at 25,000 restaurant and retail locations throughout

the United States. They needed a solution to that would allow the ad sales team to respond easily/quickly

to prospective advertiser inquiries. This required the ability to instantly run reports across network,

technical, transactional, geographic, and measured secondary consumer data variables. However, the

underlying IT technologies and data assets were made up of very large and complicated database tables

within Oracle and also SQL, and there were also numerous geographic, targeting, demographic and

segmentation resources provided by handshake to be integrated for reporting as well.

► Solution: The solution was made possible by handshake’s Reporter application, which created linkage

between all the different data tables and also provided a custom user interface for easy and unlimited

custom reporting possibilities. Since it is programmed from and operates within commonly-used business

suite software, the Reporter was also easy to implement.

► Learning: In the ad sales business, information is power, and new

forms of media, in particular, need to be able to provide traditional

media planners with what is needed to fully qualify the media buy.

Applications such as these that decrease the amount of time to

access and utilize information can be essential to attracting and

closing digital out of home media buys.

► Results: The desktop application training session took two hours

and everyone was up and running, able to run reports on their own.

The length of time to run commonly requested reports was cut from

several days to minutes. The breadth/scope, flexibility and account

specific targeting as to the types of reports available was

significantly increased.



Case Study: Capital investment opportunity evaluation

► Business Challenge: A venture capital firm was giving serious

consideration to funding a start-up technology service that would

allow consumers to create their own television content

packages. Due to the competitive nature of the industry, the VC

firm wanted to be able to make the most informed decision.

► Solution: handshake developed a prototype target definition of

consumers most likely to adopt the service, quantified the

market potential within the service launch markets, profiled the

target across marketing behaviors, and related all findings into a

“marketing and business plan risk score card.” Business plan

results were also reforecasted accordingly.

Testimonial: VantagePoint Venture Partners: “The end evaluation product from handshake far exceeded our expectations in terms

of analysis/insights and helped to inform our investment process.”

► Results: The consumer opportunity was sizable and the brand

viable, but handshake’s analysis determined that forecasted

revenues significantly exceeded what was realistic, relative to

projected marketing budgets and adoption rates. These insights

allowed the VC firm to better evaluate the opportunity.

► Learning: Validating the marketing/sales hypothesis behind

forecasted revenues can be critical to guiding investment

decisions. The same resources that can deliver successful

marketing results can be used significantly for making most

types of capital investment decisions.



Case Study: Footsteps analysis leads to record-setting retail success

► Results: The client’s first presentation to Whole Foods

resulted in an immediate order and sales were successful

because the product itself was so exceptional. The brand

expanded its distribution to many other grocery, vitamin,

drug chains, becoming the #1 U.S. supplement brand in

sales volume three years running.

► Business Challenge: A health supplement manufacturer had some success at selling its brand directly to

consumers but wanted to expand into grocery, specialty chains and drug retail. Retail chain buyers,

however, were skeptical since the supplement category was already overcrowded.

► Solution: In order to define who the future consumer buyer of this product was, handshake profiled the

client’s direct purchaser consumers along with households with other important behaviors such as retail

shopping. The target definition was then quantified within all U.S. markets and trading areas for a few

major grocery chains, and the target further profiled across all the different types of products that the

grocery retailers offered. In addition to the target definition and sales opportunity quantification detail, the

chain store buyer presentation offered a visual of the retailer’s floor plan that showed the target’s

purchase propensity for each store section. Finally, the presentation showed how likely the supplement

buyer target was to shop at the retailer’s competitors and thus help the retailer grow market share.

► Learning: Behaviorally-based sales presentations not

only help to seal the deal, they convey an accurate

marketing/sales potential story. 2


Retail Opportunity: Footsteps

Food Court Restrooms Cust. Svc. EntranceEntrance

Registers

Sale

Stationery CraftsParty

Planning

Electronics

DVDs

TVsInstruments

Books

Music

Women

KidsMen

Shoes

Sale -Grocery

Rx

Health & Beauty

Home

AppliancesHouse-wares

FurniturePets

Storage

Baby

Hardware / Home

Improve-ment

Auto

Food

SportsLuggageSeasonal/Patio &

Garden

ToysHome

Bed & BathWindow Coverings

HomeKitchen

Specialty Gifts

Access-ories

Departments & “Key” Shopping “Footsteps”

So

urc

es: handshake

Mark

etin

g, T

arg

et



► Challenge: handshake supported the Detroit Fresh Food Initiative, established because the people in

Detroit do not have access to a single grocery chain outlet, and access to fresh foods and grocers is

severely limited in the city. High disease growth rates and climbing health care costs are likely to be

directly related to the lack of healthy foods access, yet data-driven marketing support was needed to

help the initiative gain traction.

► Solution: In support of the initiative, handshake provided and presented key findings regarding the

market demand in Detroit for grocery store development. Some of these findings included:

Case Study: Marketing profiles findings rallied support for cause

► Results: The marketing analysis helped prove a substantial demand for healthier foods in Detroit

(disproving common misperceptions) and demonstrated to key leaders in the city that the effort to

attract grocers is necessary for the city’s health, literal and economic.

► Learning: In-depth behavioral profiling of a market area’s households can provide sometimes surprising

revelations, but because these profiles are based on factual, localized data, they are very compelling

and can be used to provide the proof needed to rally constituents around a cause.

► The city is comprised of only 12 out of a total 66 possible household segments with very distinct behavioral skews.

► Profiles of these households showed:

► They would eat healthier foods if they had access (healthy-minded

aspirations, attitudes, and opinions)

► They don't like to travel far to shop

► They only eat fast food/unhealthy foods because they have no other

options and are otherwise not likely to eat fast food

► If grocery were present, they would purchase healthy foods and high

margin products

► They are extremely ad receptive, media involved, and responsive to

coupon offers



Case Study: Financial promise in a troubled inner city market

► Key findings

► The psychographic profiles tell a story of households who are keenly interested in banking

services and investment opportunities; in large part, however, they have been unable to bring

reality to their aspirations.

► They admit to being unable to properly manage their money but they see themselves as

financially savvy – as the people who other people go to for financial advice.

► They are under penetrated for virtually all measures of traditional banking services, investments

and insurance protections – except for those services which are typically associated with

predatory lenders such as check cashing and title loans.

► To the degree they are banked and/or invested, their wealth levels are very low. What they do

have is unnecessarily placed at risk, due to a lack of essential insurance protections.

► They are heavy users of debit cards, mastercard debit specifically, and those who have/use

credit cards heavily skew to the American Express brand.

► Conclusion

Sourc

e: handshake, S

ocia

l Com

pact

The City of Detroit offers a tremendous

opportunity for traditional banking and

investment services, not to mention unmet

demand for all types of insurance/other

professional services. If programs and

services are offered, these households will be

predisposed to save, invest wisely, protect

their nest egg and build up wealth.



► Business Challenge: Predatory and fringe lenders, to the detriment of many households’ and

communities’ financial health, prey on low-income and minority households, charging exorbitant fees

and rates and keeping consumers in the cycle of poverty. Billions of consumer dollars are lost to

predatory loans (e.g., the average payday loan APR is 470%) each year. Traditional financial

institutions and CDFIs (Community Development Financial Institutions) are vastly outnumbered in

these communities and need marketing support.

► Solution: handshake presented a conference session for CDFIs and traditional financial institutions on

how to more effectively compete against predatory and fringe lenders. The seminar included market

research findings and marketing strategy recommendations, including profiles of the “unbanked”

consumer, tactics used by predatory/fringe lenders, market penetration and value of the “unbanked”

consumer, etc.

Case Study: Marketing to “The Unbanked”

► Results: The session provided attendees

with marketing recommendations, facts, and

insights into the “unbanked” consumer

household.

► Learning: Understanding the competition’s

marketing tactics and why they are effective

with their targets (i.e., the targets’

personalities/preferences) can help us

develop strategies for more competitive

marketing and counter product offers.

“Unbanked” & prone to fringe lenders

(# households)



► Automotive dealer group in Texas. Purpose was to test handshake list against “Major automotive

list provider”.

► 2007

► General market and Hispanic target

► Sedan

► 59,510 mailed

► Dealer group highest single month sales increase in history

► Sales match results showed handshake 78% higher match rate than “Major automotive list

provider” comparison with same number of records in same campaign/campaign window.

Sourc

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Case Study: Sedan



► Cross divisional campaign to help bolster sales in key markets

► 2004

► Hispanic, Spanish speaking

► Car, Pickup & SUV

► 300,000 mailed

► At that point in time, handshake effort was highest sales lift over control on record for

conquest efforts, +60%

► Resulted in handshake being selected for preferred vendor status for diversity campaigns

Sourc

e: handshake M

ark

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Case Study: Car, Pickup & SUV



► “Open House” event in Southern California targets affluent English preferred Asians who are in

market to buy a luxury car

► 2004, 2005, 2006

► Luxury Car

► 14,000 – 69,000 mailed

► Even though Asian was a small portion of the overall 200,000 mailing, over 40% of event

attendees were reported by the dealer to be Asian.

Sourc

e: handshake M

ark

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lient C

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ry

Case Study: Luxury Car



► 4 DMA market campaign targets women who are into performance as well as safety/style.

► 2006

► Full Sized Car

► 150,000 mailed

► “In market” women’s list target was developed from brand appeal, creative strategy

► Over 1% test drive rate resulted

► Comparison with other “Major automotive list provider” showed handshake had positive

lift of 41% whereas other “Major automotive list provider” had -8% lift.

► Less than 600 records overlapped with other “Major automotive provider” list

► Positive lift was felt by the client to be due to the fact that handshake’s behavioral targets

include consumers typically suppressed from widely used models

Sourc

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Case Study: Full Size Car



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