Defining: We based it on the customers of Balay (Brand/Product) trying to identify the profile of potential buyers. Moreover, media to be used were analysed too. Execution: Depending on the target and the medium to be used, we launched a personalised action (Internet, press, mailing) to develop the relationship between the customer and the brand, reinforcing the brand on the final users to increase sales. Analysis: We developed a method to know the effectiveness of this action (Testing, ROI, List, Cost per impact). We could get new information about potentials that helped us to launch new actions.

(Mailing A: 20,000)7% response rate to the mailing.(Mailing B: 5,000) 11% response rate to the mailing.(Emailing: 10,000) 5,823 people to whom the email was sent saw the information.888 people who saw the information clicked the link to the microsite.