| Starbucks needed to increase business-to-business sales. GA developed a national B2B direct response program to encourage companies to switch to Starbucks. Telesales and direct mail, print advertising, and digital elevator ads were employed. GA incorporated tracking devices to enable testing of 12 mailing lists and two creative executions. Starbucks captured the names of thousands of new and existing customers, representing millions of dollars in revenue. A high response rate resulted in a 3.14 ROI. |
