Case Study: a niche internet retailer saves over $200K in internet advertising with Harte Hanks

Internet Advertising an approach to saving $200K

The CEO of a niche internet retailer engaged Harte Hanks due to unsustainable customer acquisition costs, with internet advertising being their largest expense and a major threat to profitability. The client felt they had little leverage with their two major advertising suppliers and feared risking their primary revenue channel.

Harte Hanks implemented a structured sourcing process, preparing the client for negotiations and facilitating parallel discussions with the vendors. By framing a strong negotiating position and threatening to move budgets to other channels, Harte Hanks helped the client secure a 19% price reduction from a key vendor. This resulted in over $200,000 in savings over two years and a project ROI greater than 40x for the retailer.