We tested the ATM Advertising direct marketing vehicle in multiple markets. In order to evaluate the success or failure of ATM Advertising, it was compared against three other direct marketing vehicles: Newspaper Inserts, Premium Shopping Guide Shared Mail and Val-pak Money Mailer. The same discount offer ($3 Off Full-Service Oil Change) was used with all vehicles. ATM Advertising had the lowest overall cost per redemption and one of the highest percentages of redemptions.
ATM Advertising proved itself as a strong media tool, as well as a significant new way to acquire new customers. Over 24% of redemptions were from new customers.
The gradual redemption rate over time helped keep service levels at their peak.
The average ticket from this promotion was $52, which is more than 20% higher than the norm.