Specialty Foods Importer Rescued by Data and Direct Marketing
Genki Industries imports and sells specialty herbs, health products and foods from Asia. With a regional focus on the west coast, the company had spent tens of thousands of dollars on ad campaigns, magazine ads, direct mail and coupon books, yet it was struggling to increase brand awareness and grow sales. Seeking to reverse their downward trending sales and reputation, they called us for a marketing solution.
An initial conversation revealed that the core demographic of Genki’s customer base was predominately Japanese-American families. Working with a data vendor, we identified 9,000 households along the entire west coast that met our criteria. After extensive research, we designed a direct mail postcard in Japanese to increase Genki’s appeal to this audience. The postcard promoted a new, bilingual e-commerce feature on the Genki website, which we also developed. A 20% discount and free shipping for first-time buyers enticed the recipients to buy online.
In three months and three mailings, the program generated a 23% increase in sales. Traffic to the website has steadily increased, and a loyalty program has been developed, along with an option to sign up for weekly email promotions. Direct phone contact to the sales department increased so much that Genki found it necessary to hire a full-time, bilingual customer service representative.