The QBF Integrated Marketing Approach
Success Stories

MANUFACTURING

PRODUCT RECALL
PROBLEM: An international gun manufacturer had three separate product recalls totaling more than 400,000 units.The recalls affected distributors, dealers, and consumers worldwide. It was important to contact the owner of each gun, across all three distribution levels, and instruct them on what to do to participate in the recall if they owned one of the recalled products. In addition to identifying and contacting owners of the recalled items, it was important to track the initial contacts, the response rates, and the follow-up contacts to create an accurate contact record in order to reduce any possible future liability problems. 

SOLUTION: First, Brand Advantage Group organized a master database to identify the number of items at each distribution level and identify the owner of each item. Then Brand Advantage Group set up a unique URL landing page to outline action steps for owners after they had been contacted by direct mail, email and or phone contact. As part of this process, Brand Advantage Group set up call center to handle customer requests. Finally, Brand Advantage Group tracked each contact effort and recorded and organized these contacts into a master database. Status reports were pulled daily from the site by Brand Advantage Group and provided to the client.

RESULT: Brand Advantage Group met or exceeded the client’s expectations on these projects. Some 200,000 hits across the websites led to the necessary action being taken by firearms owners. Through the programs, more than 50% of the potential affected firearms owners were reached and/or responded to with the necessary action steps.

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