Long-term brand planning & research
Overview
Since 2003, Slipher Marketing has been assisting Soils Alive, LLC with its marketing research and planning. Slipher Marketing has helped Soils Alive to identify, segment and target its customer base and subsequent media targeting according to its various customer types. Following the marketing rules of customer retention and identifying new customers according a best current customer model, Soils Alive has grown its total customer base in multiples in just a few short years.
Objective
Develop and continually refine best customer profiles based on existing customer data - both quantitative and qualitative - for purposes of improved targeting and marketing spending efficiency.
Result
Soils Alive has been able to maximize its customer retention and more efficiently spend its marketing dollars according to best customer profiles, using even traditional but limited mass media buys to target specific customer profiles. The ultimate results have been more efficient spending, a customer loss rate that is well below industry averages and a customer growth rate that far outperforms industry peers. In short, Soils Alive is now the premiere and leading organic lawn fertilization service in the Dallas-Fort Worth metroplex.
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