Garnier: How a small-budget relationship marketing programme can have a big effect - IPA Effectiveness Awards Case Study 2004

Brief Description: When the Brothers Grimm first told the story of how a tiny pea made a big impression on a princess, they never imagined the same idea would be applied to relationship marketing. But as the following story shows, a small-budget relationship marketing programme can, if carefully targeted, have a big impact on even the most promiscuous customers - delivering cost-effective, measurable results, increasing spend and ultimately building brand loyalty, with a return on investment of £1.31 for every £1 spent ;---(TAGS)--- Full Title: How a small-budget relationship marketing programme can have a big effect on promiscuous customers ; Number: 2004/51 ; Brand Name: Garnier ; IPA_ProductCoding: Cosmetics & Toiletries (Suncare) ; Cosmetics & Toiletries (Haircare) ; Cosmetics & Toiletries (Skincare) ; Agency: WWAV Rapp Collins ; Author: Robert Mayes, Sara Bryan, Susan Young, Elizabeth Clarke, Penny Shaw ;