Case Study 1: Ultra Records
Ultra Records was purchasing email blast and banner campaigns from various vendors. Though they knew that their marketing efforts were bringing them sales, they did not know which vendor was delivering value by way of click thrus or sales.
We initiated a tracking campaign by tagging all of the email and banner creative. This allowed ultra to get a handle on which vendors were delivering and to verify the delivery of agreed upon impressions for their online campaigns.
This made it possible for Ultra to better negotiate with it’s vendors and to concentrate their money with vendors that delivered the most visitors to the Ultra website and stores.
Case Study 2: Redstone Properties
Redstone Properties develops and markets waterfront property in regions throughout the Northeast and South. Their sales centers are located near the properties and the local offices work together with a centralized marketing team to generate leads from a 50-150 mile radius of the development.
Redstone found an increasing need to use Television, Cable and Radio, to supplement their print, direct mail and online activities. Due to the numerous markets they work in and the need for quick turn-around in their fast paced business, Redstone found it impossible to handle all of the creative and buying responsibilities.
AIM prepares media plans on a quick turnaround allowing them to buy multiple markets quickly and efficiently. AIM uses local media contacts that offer better pricing, packaging and inside market knowledge, giving Redstone an edge. AIM also worked to develop D.R. TV tracking strategies to drive down the cost per lead and help deliver increasingly greater ROI, essential in a challenging economic environment.
Redstone is able to focus on their core marketing needs, freeing up personnel to handle essential sales and marketing support and development of new strategies.
Case Study 3: Sequence Hair Blending
Sequence Hair Blending has a highly trained and motivated sales force. They produce a very high lead-to-sales conversion ratio driving new business to their single-location facility. Sequence was using a combination of magazine print ads, combined with direct mail and outbound telemarketing. Though able to remain profitable, over time the lead generation from print fell off to nearly zero, jeopardizing growth and hampering expansion efforts. Sequence needed to make a transition to new forms of media to drive lead generation.
Declining results from print ads.
We developed a direct response television strategy. In phase 1, we started a long-form half hour program running on broadcast TV that explained the intricacies of their premium product, and answered many of the questions that arise during the sales process. This led to an immediate growth in qualified leads, which drove sales. In phase 2 we created a series of sixty-second long-form commercials that detailed the most important information from the half-hour program and added an element of sophisticated glamour. The sixty-second units allow for increased reach in traditional broadcast programming, and increased ROI to greater levels. Phrase 3 includes an email and search strategy, as well as a redesign of their website, and a more robust presence online including the use of social networks.
The combined effort has established Sequence as one of the leaders in their business class and delivered an increasing R.O.I. quarter after quarter.
Sequence is now moving forward with plans to roll out a new national product, as well as extend their service business into new markets.