Integrative Logic has been the customer relationship marketing agency of record for Marriott and Renaissance Caribbean & Mexico Resorts and Hotels since 2005. Click on the video above to see some examples of our work.

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We have powerful case studies across the retail, travel and hospitality, pharmaceutical and financial service verticals. To request our full Case Study Package which includes a variety of case studies contact:

HunterShepherd

678.638.2615

hunter@integrativelogic.com

While each client situation and challenge is different, you will find that IL's case studies illustrate our experience in developing multi-channel customer relationship marketing programs based on consumer segmentation, using intelligence to drive messaging throughout consumer-brand lifecycle and understanding and executing programs using multiple variables.

THIS MONTH'S CASE STUDY

Client

BioGuard - A manufacturer of pool and spa chemicals

Background

As a leading supplier of pool and spa care products, BioGuard® serves over 1,000 dealers and 1.5 million consumers. BioGuard’s success relies primarily on the success of its dealers and its ability to communicate with consumers on an individual level – a key differentiator in the saturated market.

Challenge

In an effort to grow dealer business and increase brand recognition among consumers, BioGuard turned to Integrative Logic (IL) to deliver a streamlined database solution to enable BioGuard to communicate directly with consumers on behalf of its massive dealer network. BioGuard needed to build a customer relationship management (CRM) framework, which includes using data-driven business intelligence and consumer insights to build its brand. BioGuard sought to increase the volume and quality of customer traffic for its dealers and enhance partner relationships while increasing demand and maximizing customer value through direct-to-consumer (DTC) communications.

Solution

To drive sales and increase relevant communication with BioGuard’s core audiences – dealers and consumers – IL launched two marketing support programs, which included direct mail, e-newsletters, promotional emails and interactive websites. Specifically, the new dealer support program was designed to enable BioGuard’s dealer retailers around the country to directly reach their customers by regularly communicating about the advantages of BioGuard products. IL developed a series of targeted communications including direct mail and email. To support BioGuard’s DTC campaign, IL performed extensive data analysis on known and unknown pool owners to accurately define pool owner demographic profiles. As a result, BioGuard was able to more clearly identify its target consumer. IL then created a cyclical program of highly variable, targeted and customized lifestyle messages through a combination of direct mail and email newsletters promoting the benefits of BioGuard products. These lifestyle communications were augmented by promotional pieces designed to increase product trial and reward loyalty.

Results

With the newly consolidated customer and dealer information, BioGuard has access to actionable data based on a technical framework to maximize customer value. IL’s first efforts to facilitate dealer participation drove a 200% increase. The result is a much broader, richer consumer outreach effort promoting the BioGuard brand and the convenience and expertise of local dealers. Dealers are effectively marketing their stores using the power and support of the BioGuard brand. The DTC program has developed a relationship with consumers and increased brand awareness which resulted in a solid database of over 1.4 million consumers with tools for dealers to use to transmit data. A newsletter registration program also drove more than 8,000 consumers to sign-up for additional e-mail communications. The powerful analytics IL developed for BioGuard laid the foundation for a BioGuard CRM program in the years to come.