Case Studies
Client: National Distributor
Type: Consulting
"We have a customer database of over 10,500 business (gift shops, flower shops, etc.) that have bought from us at some point in the past. Of course, they're not all active customers. In the past, we've mailed them - at great expense - a full-color catalog twice a year. The results from our mailing have usually at least covered the cost and sometimes they generate a profit.
I talked to my consultant in a pre-seminar consultation about how to cost-effectively communicate with my huge database of customers. Well, I got everything ready to go by the time I showed up for the seminar. The only thing I was lacking was the actual piece that I would send out. My consultant took the time at one of the breaks to go through the headline bank with me and help me sketch out a letter. I went back to the office that night and typed up the letter really quickly and sent it out to a list of about 1,100 businesses.
Shortly after sending out the piece, I was surprised to learn one morning we had already taken orders worth $9,400 and that was before 10:00 a.m. Within a week, that one marketing piece generated $34,700 in sales and we still get calls on it now. Here's the best part: The product we promoted has a 55% profit margin and we don't even carry it in inventory. We drop ship it from the manufacturer. That's a gross profit of $19,000 in a week. That makes the decision to go to the workshop a real no-brainer. Needless to say, we're very excited about these results.
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Client: Home Remodeling Company
Target Audience: Adults, ages 35+, who are homeowners and have an above-average household income in the San Antonio, TX market.
This client came to us already having tested their message on local radio stations. What we did for them was put together a schedule for each station that would effectively reach the right people at the right time of day and stay within their budget. This was to be an ongoing campaign over a few months, so we strategically put together a calendar of when each station should run.
Result statistics not currently available.
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Client: Canadian Pharmaceutical Company
Target Audience: Adults 50+ with chronic medical needs and who fall into a lower than average income bracket in the Dallas, TX market.
This client wanted to begin with running tests on the product's message in the Dallas market. What we did for them consisted of matching their audience with the proper radio stations that would allow them to run a test schedule, which met their budget.
The results of the tested radio schedules were successful in bringing in an adequate number of leads. At the time they had the radio testing going on they had direct mail pieces being sent out to test locations as well. That method proved to be successful too. At this time the company is still doing direct mail and beginning to test newspapers through the Y2Standby program. Nothing has been implemented yet. They are planning to incorporate radio schedules again in the near future.
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Client: Domestic Heating Oil Company
Target Audience: Adults 34+ who own homes and have a household income of $130,000+ in the New Haven, CT market.
This is a prime example of our Media Planning services. We put together a media plan for Cable TV, and left it up to the client to negotiate the rates and handle the placement themselves. With the proper research, we were able to pinpoint exactly what cable networks the desired audience was watching, and when. Finally, we assembled a twelve-week schedule that fit their budget and made sure it gave them adequate coverage. Once we built the schedule we created a strategic media calendar of how the campaign should be rolled out to be more efficient.
Upon completion, the client can implement this planned campaign at any time as rates and run dates have not been negotiated or set.
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Client: Large Market Newspaper
The client was searching to increase the circulation by mailing out business reply mail cards to targeted groups. We created a business reply mail card that fit their needs and was able to get a mailing cost of 7 cents a piece.
The first group they wanted to target was first time homeowners between the ages of 25-49 and within low subscription areas. The number of people targeted in this group came to be about 45,000 people. The response on approximately 45,000 mailings was between 2-3%.
The second reply card they sent out, they targeted newly relocated homeowners of any age. The number of reply cards sent for that group was approximately 50,000. The response was between 4-6%.
On the third send of reply cards, they targeted low newspaper subscription areas to approximately 50,000 more homes. Their response was around 2%.
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Client: Funeral Home
The client came to us looking to create a higher lead generation without spending more than they had spent previously. Formerly they had run an ad in a local newspaper at a cost of $8,000. They also had a Television spot produced to run on a local station that cost them $26,000 and ran for 30 days. Their total lead generation for their advertising efforts was 4 phone calls.
The strategy that we created for them began with doing a test on post card mailers. We began with a total of about 2,000 post cards for the test to be sent via U.S. mail. Their total investment was $1,4000. The post card mailing resulted in gaining 21 new leads, over $19,000 in sales. It was expected pending sales would bring another $38,000 in the following 2 weeks.
This client now sends out a direct mail piece every month.
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Client: Health Products Company
This client hosts seminars and has published several books, and has audio/video programs for sale. They came to us wanting to create a printed piece that would educate and inform dieticians and nursing professionals about their products and services.
The approach that we took was to create an 8 page flyer and various other smaller inserts to include in an envelope. 85,000 pieces were produced and distributed 3rd class bulk quarterly. We achieved a postage rate of 21 cents per piece.
To date, after four mailings, the client has a received a response rate of about 30% for these pieces.
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Client: Marketing Company
Print: 21 stories on the company were achieved in print media, including local, national, or international newspapers. Some of these included The Dallas Morning News, Dallas Business Journal, The Houston Business Journal, etc.
Radio: 24 Radio Interviews achieved on local, national or international radio stations.
TV:1) 60 articles written by the company were submitted to numerous International newsstand Publications. These articles are being published in MONEY N PROFITS MAGAZINE AND OPPORTUNITY WORLD MAGAZINE.
2) 1 article was written on the company that appeared in INC MAGAZINE, an international News stand Publication.
3) 1 photograph of the President and the CEO was published in an annual Magazine that is distributed on an International basis. This magazine is the INC 500 Issue.
Internet Radio: 4 Radio Interviews achieved on Internet Radio Talk Shows, listenership is International.
Internet Sites: 4 Internet sites have agreed to publish articles written by the company on an ongoing basis.
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Client: Canadian Publishing Company
Print: 15 stories on the publishing company were achieved in print media, including local and regional newspapers. Some of these included The Toronto Star, (Canada's largest read newspaper).
Radio: 22 Radio Interviews achieved on local or national radio stations. Some of these included 680 News, CHUM Radio, etc.
TV: 3 Television Interviews were achieved on Local and National Canadian TV. These included CH TV 11, CTV, CITY TV, etc.
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Client: Podiatrist
Print: 20 stories on the podiatrist were achieved in print media, including local and regional newspapers. Some of these included The Toronto Star, The National Post and Globe and Mail, the Toronto Sun, etc.
Radio: 25 Radio Interviews achieved on local or national radio stations.
TV: 10 Television Interviews were achieved on Local and National Canadian TV.
Magazine: 5 Magazines picked up the story on the podiatrist. Some of these included Fashion Magazine, Glow Magazine, Chatelaine Magazine, etc.
Wire Service: 3 stories on the podiatrist were sent out on the wire service, which reach Television, Newspaper and TV Newsrooms nationwide. 10 additional newspapers across the country picked up the story on the podiatrist.
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Client: Author
Print: 24 stories on the author achieved in print media, including local and national newspapers. Some of these included The Toronto Star, The National Post and Globe and Mail, The Toronto Sun, etc.
Radio: 23 Radio Interviews achieved on local, national, or international radio stations.
TV: 25 Television Interviews achieved.
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Client: Flight Training School
The client wanted to update and upgrade their current website to drive more business and appear more professional. Along with upgrading their website, they wanted to have better placement on search engines to be in the top searches for their flight training category.
We recommended an $9,800 project, which would include $8,000 in web design and photography and $1,800 in search engine optimization. We were able to update their website and include some of their new services which they now offer with a more professional and creative approach that would enhance their credibility. Once the website was redesigned, 38 keyword phrases were researched and chosen to be the focus of the search engine optimization.
Within one week of the new site being posted, a new student signed up for $18,000 in private pilot training, stating that the professionalism of the site was the reason they chose the client for the training.
Six months after the search engine optimization campaign was launched, an analysis of the 38-targeted keywords across 5 major search engines, shows 66 first place placements, 166 top 5 placements, and 143 top 20 placements. The site averages over 200 unique visitors each day.
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Client: Clerical Staffing Agency
The client was looking to differentiate itself in a large commodity-type industry. Their goal was to enhance the efforts of their sales force by branding their corporate identity and give the company a significant web presence.
The focus of the project was to redevelop their 4-year old website designed by internal personnel and family. After completion of the website, we developed collateral materials, mail-out pieces, business cards and letterhead that developed the brand image. It was determined that the best return of investment for marketing the site would be collateral and telemarketing.
The budget for the project was $15,000 which included website development, creative design and printing. The website and creative design portion of the project was $11,000 and printing made up the remainder. A telemarketing company was also implemented at a cost of $500 per week.
After 1 month, revenues increased by $14,000 per week. In the 6 months since the launch of the website, the client has realized $73,000 in increased profits on a total investment of $28,000 for the website, print collateral, and telemarketing.
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Client: Midsized Custom Specialty Printing Company
This client does custom printing of guitar picks and their existing system of submitting artwork was the industry standard of uploading via the web. This style of submission lacks control for artwork registration and graphic quality. The client wanted to create an online method for customers to design in a What-You-See-Is-What-You-Get model.
We created a Flash Rich Media Application which allowed anyone with a web browser to arrange graphics, both stock and customer provided images and text, exactly how they would appear on the finished custom guitar pick.
The application cost $20,000 to develop. Orders tripled after the launch of this application. The client estimates that the development was paid for in just 6 weeks. The client has delayed his additional marketing plans because the popularity of the new software has the client working feverishly to expand production to accommodate the large increase in orders. The client states that the application has given them a definite advantage over competitors and even opened a new base of customers who were not technically experienced enough to use the old system.
Based on the success of the application, the client has expanded his plans for the application. Development has started for foreign markets, affiliate programs with music web sites and retailers and for new product lines such as t-shirts, CD labels, and bumper stickers.
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Client: Software Company
Type: Multimedia Presentation
The client had been spending a vast amount of money sending their sales representatives out to provide prospects with a demonstration of their flagship product, propricer. They needed a way to provide a prospect with a full product demonstration of the propricer software package without having the prospect actually install any software and without having a live body they're actually selling the product.
They were surprised to learn that we could actually recreate the entire software system using Flash, complete with professional voice-over talent walking the prospect through each feature of the program. In a couple of months we created an engaging, fully interactive, affordable presentation for the propricer product.
They are now able to send this demo on a CD-ROM to potential prospects and provide it as a download from their web site. The product we created for them has turned out to be one of their most powerful sales tools and will continue to pay for itself over and over in saved sales travel costs and increased lead generation.
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Client: Video Production and Duplication
Type: Consulting
This client received the Monopolize your Marketplace Newsletter. "I found an idea in one of the newsletters that looked very appropriate for what we were doing. Rich said that video was a good medium for promoting a company, but even with video you still have to make the prospect want to listen. In other words, they're not going to pay attention to you just because it's a video. And he's right - we've been sending videos for a long time with mixed results.
Here's what we did: Instead of just sending the video, we also enclosed two coupons in the box. One was a $10 voucher for Boston Market and the other was a $5 certificate for Blockbuster Video. Then we enclosed a very short note that I copied word-for-word out of the newsletter. Basically it said 'Go get dinner and some movies, and in-between movies or after the kids go to bed, do me a favor and pop in this short video of our company.'
We tested a small sample before rolling this idea out - this is before we ever attended the Monopolize seminar. On our initial mailing, we got an 82% response rate to a targeted (but still cold) mailing. In other words, we made 82% of a cold list want to listen. Out of those, we closed almost 30% and our average sale was nearly $10,000. "If you can bridge the GAP and make them want to listen, you'll be far ahead of the pack."
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Client: Real Estate Company
Type: Consulting
"We've been looking for new ways to get business for a long time now and I got a great idea during the seminar. The presenter was actually directing his strategy to a guy who was a VP for Century 21 who was also in the same seminar as me…but I took the idea and it's worked extremely well for me.
I won't go into great detail about the how the strategy works, but it has to do with becoming a source of information for people who prefer to sell their houses by owner instead of with a broker. The presenter said he thought that a guy would sell his home by owner simply because he couldn't see any benefits of using a broker (and paying the fee)… but that was only because brokers don't do a very good job of quantifying the benefits.
So what we did was put together a list of 26 different things that the homeowner needed to be aware of - paperwork that had to be done, documents that had to be signed, liability that he incurred by selling the home himself - and we gave it all to him for free. It was easy to put together because it's the same 26 things we use/do when we sell a home.
The strategy worked perfectly. We sent out brokers out with this information to talk to by owner sellers…and the most amazing thing happened. About 30% of them got so overwhelmed with the entire process they handed their homes over to us for listing. In all, we listed about 9 new homes the first week and over 25 the first month. Two of the homes were put under contract the first week (and, of course, closed 30 days later). Our commissions on those 2 deals were $4,255 and this strategy has been a big part of our business ever since."
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Client: Plumbing Contractor
Type: Consulting
What can you do at your next trade show to successfully draw people to visit your booth with an irresistible tractor beam? Plenty. Recently, one of our clients, a plumbing contractor, scored big at the NARI Home Improvement Show by using a few simple techniques. These simple techniques increased their normal results by TEN TIMES.
In the past, they would do the normal trade show booth thing - they hoisted a large banner that displayed their logo and passed out little refrigerator magnets with their phone number and company logo. They were attempting to capture any business they could…which usually resulted in a few thousand dollars of business in the course of a year. Most of the jobs were sewer maintenance jobs - low profit and high hassle.
This year they decided to focus on a completely different aspect of their business…under-slab leak detection and repair. Instead of a boring company logo that didn't tell anyone about their business, their banner this year had this headline: "Cracks In Your Home? Free 10-Point Checklist Detects Problems Before They Become Serious." This headline allowed them to draw in a multitude of people that in past shows had walked right past their booth unaware that they even had a potential problem…let alone that there was a solution.
The results: 10 jobs that are worth about $3,000 each. Magnets were still given out and will likely generate the same calls they usually receive. But more importantly, several hundred "10-Point Checklists" were handed out…and even one job in the future will surpass the total revenue that all of the sewer maintenance calls could generate.
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Client: Janitorial Services
Type: Consulting
This client ordered the FREE CD set. "I got the CD's and listened to them 3 or 4 times through. The information was excellent. On one of the CD's, they talked about setting up a sales system and giving sales people tools that they can use to increase their effectiveness. A simple enough idea, but we certainly hadn't been doing it.
We had several sales people who were not producing very well. One guy in particular was on the verge of being fired because his monthly sales for the previous 6 months had only averaged $3,800… which isn't even enough to justify his existence. So I figured I would test this out on him. Hey, if it would work on my worst guy, then it would be easy to implement with the other 6 salesmen.
I created a standardized offer that I gave to him and rehearsed with him for about 2 hours…and I also trained him on how to use the sales tools that I made up on the computer (I actually copied the idea and the offer right off the CD). To make a long story short, I didn't have to fire the poor performer after all. In the next two weeks before I attended the seminar, he closed over $14,000 in new business. Our profit margins run about 60%…so the profit from those sales amounted to about $8,500. That's before I ever showed up to the seminar!"
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