Marketing and promotional programs can be a considerable expense for any company.  RDA Group has stepped up repeatedly and helped our clients assess the impact and effectiveness of their marketing and promotional programs.  We have also applied our analytical expertise to help define future marketing efforts.

• Luxury Car Brand Direct Mail Programs – RDA Group provided an analysis of the effectiveness of the direct mail programs in boosting nationwide sales of luxury cars manufactured by a Big Three automaker, as well as the programs’ impact on the test-drive rate in the selected areas of the U.S. 

• Brand Dialogue Survey Respondent Segmentation – RDA Group conducted segmentation analysis of the Dialogue Survey data to determine if current customers of a luxury vehicle fit into the recently established images of the brand.

• LPGA Titleholders Championship Golf Tournament Attendee Survey – RDA Group conducted telephone interviews with a random sample of 150 customers who received complimentary tickets to the LPGA event sponsored from a Detroit automobile manufacturer. The purpose of the survey was to measure customers recall of who sent the free passes and if the passes or this carmaker’s sponsorship of the event had any impact on customer impressions of the company. 

• Car Test Market Program – RDA Group conducted executive interviews with dealer principals in three test markets to obtain opinions regarding various promotional activities. The promotional activities included a direct response television ad with a 1–800# for interested customers, mall events featuring select vehicles with business reply cards for interested customers, and a target direct mail campaign. Information was collected regarding the dealer principals’ opinions of these programs and whether they experienced any increased sales as a result of them.