handshake Marketing Case Studies

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

handshake Case Studies

Behaviorally defined targets proven to reduce acquisition cost…

Client
PGE CA (Avg CPU = $26.94)
High CPU/ No
Below Avg CPU
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%
Higher Target Concentrations Lower Target Concentrations
Lower Cost Per Unit Higher Cost Per Unit

► Markets with higher concentrations of brand behavioral targets performed at
314% lower cost per unit sold than markets with lower target concentrations.

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


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

In “Key” behavioral In behavioral In Demo but not
Target but not in Target and in in behavioral
Demo Demo Target

Underserved Sweet Spot Waste



Case Study: Behavioral targeting for micro market success

► 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.

Before "Key" Campaign June 2001 "Key" Campaign

May Sales % of June Sales % of Prior Period
Dealership
Saturn Of: Sales Objective Objective Sales Objective Objective 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

► 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%

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.”



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

► 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:
Campaign vs. Best Class Registration Rate
► Response and registration on the
website during this campaign was 16.15%
18%
extraordinarily high, with 6,461 16%
registrations over the course of the 14%

campaign. 12%

10%

► The mailed-to-registration 8%
5.00%
conversion rate was 16.15% (6,461 6%

4%
of 40K mailed).
2%

► For comparison, the average 0%
2007 Campaign "Best In Class"
rate of users completing an Mailed-to- Website
Registration Rate Registration/Lead
option/free registration online Generation Rate
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

► 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.

1000

BRC
900
Phone
Web
Totals
800

700
DM hits
home

Responses by Week
600

500

400

300

200

100

(D = drop) D D D D

0

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
► Results: Response to media
was very low until targeted
direct-to-home was introduced. ► 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.

Targets were
Average campaign cost per
ticket sold: customized
$3.21 according to
each season’s
Average revenue per
marketing dollar spent: booked act
$16.54 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

► 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.
► 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)
Unique Visitors by Week: Before and After Behavioral Target Campaign
Kajeet Store/Phones Visitors: Unique Pageviews by week
47000

42000
DM in-home
5/7-5/13
37000 …………………………………………>

* Email Blast 1:
5/6…………………………………>
32000 * Email Blast 2: 5/13
…………………….>

27000 SEM
Banner ads
starts
---------------------5/9 to 6/30 ----
: 5/1
22000
1/5 1/19 2/2 2/16 3/1 3/15 3/29 4/12 4/26 5/10 5/24 6/7

► Learning: Integrated off line and online campaign tactics that are behaviorally targeted can deliver
significant lift as compared to non-targeted efforts.


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

► 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.

► 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.

The black markets had highest volume of
behavioral target households, while the color
dots represented the retail locations.

► 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.



Case Study: Localized targets outperformed national targets

► 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.

► 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.



Case Study: Behavioral marketing program boosts tourism

► 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.

► 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.
Guarantee Gulf Coast Los Angeles Mid-South Northwest
Product Rate 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%
Guarantee Northeast Nevada Southeast TOTAL
Product Rate 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%

► 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.



Case Study: Ground-breaking effort results in behavioral change

► 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.
► 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.

► 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.


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

► 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.

► 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.

► 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

► 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.

► 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.

► 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.

► 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.
► 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.



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.

► 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.

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.”



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

► 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.
Retail Opportunity: Footsteps

Departments & “Key” Shopping “Footsteps”
► Results: The client’s first presentation to Whole Foods Toys
Home
Sports
Bed & Bath
Luggage
resulted in an immediate order and sales were successful Seasonal/Patio &
Garden
Window Coverings

Books
Home
because the product itself was so exceptional. The brand Kitchen
Auto

Hardware /
Music

Instruments
DVDs
TVs
Home
expanded its distribution to many other grocery, vitamin, Home

Appliances
Shoes
Baby
Improve-
ment

House-
drug chains, becoming the #1 U.S. supplement brand in wares
Furniture
Pets
Men
Kids
Specialty
Gifts
Electronics

Food
sales volume three years running. Storage

Stationery
Access Crafts
Women
-ories Party
Planning
Health &

Sources: handshake Marketing, Target
Beauty

► Learning: Behaviorally-based sales presentations not Sale

Registers
Rx
only help to seal the deal, they convey an accurate
marketing/sales potential story. Sale -
Grocery Entrance Food Court Restrooms Cust. Svc. Entrance

2



Case Study: Marketing profiles findings rallied support for cause

► 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:
► 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

► 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.



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

Source: handshake, Social Compact
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.



Case Study: Marketing to “The Unbanked”

► 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.

► 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’
“Unbanked” & prone
personalities/preferences) can help us to fringe lenders
(# households)

develop strategies for more competitive
marketing and counter product offers.



Case Study: Sedan

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

► 2007

► General market and Hispanic target

► Sedan

Source: handshake Marketing Client Case Library
► 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.



Case Study: Car, Pickup & SUV

► 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



Case Study: Luxury Car

► “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.



Case Study: Full Size 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



Thank you for viewing this handshake Marketing presentation.
Contact us at 516-625-5500 for more information or visit
www.handshake marketing.com


handshake Marketing Case Studies

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