Case Studies

Quick Index: Confidential Advisor Program • High Tech Marketing • Service Business
Health Care Publication • Consumer Publication

Case History – Confidential Advisor Program (CAP)

Challenge

A client described a very common problem: “We can sell our services to any business.  How can I reach the largest number of businesses for the least expense?”  The reality is that some prospects were better than others … the companies that could use the service more often and with larger individual sales

Strategy and Tactics

We helped the client form the real question:  “Which business markets offer the greatest potential?”  The challenge became one of market segmentation or identifying niche markets.  We helped this client identify 3 niche markets with great potential.

The top-ranked niche market included about 1,000 businesses across the U.S.  Half of these prospects were too small to include, the other half represented a huge business potential.  Now the marketing challenge has been cut down to size.  We have a finite number of prospects in a specific and potentially lucrative niche.

The marketing strategy is to approach these prospects to build awareness, create a quality image and start to build relationships.  The tactics we used included trade magazine ads in the top publication reaching this niche, direct mail to the responsible person in each prospect company, data base management to maintain and update the master list as often as changes were identified, fax marketing, email marketing, trade show exhibit at the top two annual trade shows that included this niche, participation in panel discussions, trade magazine articles, and lots of telephone contact

Results

Did it work?  This CAP client company has been profitable every year since its inception, enjoys an annual growth rate over 25%, and is reaching for $2.5 million in sales. 

Case History – High Tech Marketing

Challenge

A client described a very common problem: “We can sell our services to any business. How can I reach the largest number of businesses for the least expense?” The reality is that some prospects were better than others … the companies that could use the service more often and with larger individual sales.

Strategy and Tactics

We helped the client form the real question: “Which business markets offer the greatest potential?”  The challenge became one of market segmentation or identifying niche markets. We helped this client identify 3 niche markets with great potential.

The marketing strategy we recommended was to approach these niche prospects to build awareness, create a quality image and start to build relationships.  We suggested tactics that included trade magazine ads in the top publication reaching this niche, direct mail to the responsible person in each prospect company, data base management to maintain and update the master list as often as changes were identified, fax marketing, email marketing, trade show exhibit at the top two annual trade shows in the field, participation in panel discussions, writing trade magazine articles, and lots of telephone contact.

Results

This client company has been profitable every year since its inception, enjoys an annual growth rate over 25%, and is reaching for $2.5 million in sales.

Case History – Service Business

Challenge

A small business client provides specialized services to individual consumer clients at their homes. With no advertising budget, how could the business grow more rapidly?

Strategy and Tactics

After reviewing the clients business, we realized the company had grown by referrals.  Existing and past customers were very passionate about the service they had received and how their families had benefited.  We helped the client identify referral sources and create a data base.  In addition, the data base included prospects and active and previous customers.

The marketing strategy we recommended was to approach these niche prospects to build awareness, enhance the company’s quality image, and strengthen and build relationships.

We suggested tactics that included newsletters for different groups – employees, referral sources, and parents. To gain regional recognition, we created a radio program that aired for about 2 years that featured leaders in the education field. The purpose of the radio program was to elevate awareness of the client company in its field. In addition, we redesigned the company logo and all marketing materials.  On a regular basis, the company uses direct mail, email marketing, and fax broadcast to reach different parts of its target markets.

Results

Although operating in a very competitive field that includes national firms, this client company is the regional leader in its field. In the face of a slow economy, company continues to grow and expand the markets it serves.

Case History - Health Care Publication

Challenge

This publisher produced a monthly publication serving a portion of the health care field.  The challenge was that overhead kept increasing while revenues seemed to level off.

Strategy and Tactics

We addressed both issues separately. We suggested an out-source strategy for writing, designing, and preparing the publication for printing.  After careful analysis, we were able to target prospects and customers with the greatest potential. In other words, we helped the publisher focus company marketing efforts.

Because concluded that the market was limited, we suggested the owners look for a buyer with other publications that could spread overhead and marketing costs among other publications.  We helped prepare an overview of the company for potential buyers.

Results

Owners of this client company were pleased to complete a sale of the company to a larger firm. Owners were able to recoup their investments and the buyer continues to publish the periodical. 

Case History - Consumer  Publication

Challenge

A publishing company purchased a new consumer monthly publication with a long history of marginal performance. The challenge was to create strategies to improve revenue.

Strategy and Tactics

After reviewing the entire operation of this new publication, we considered changing the editorial direction and circulation. Our conclusion was that the editorial direction and circulation could be improved, but changing direction would not impact overall profitability. As a marketing strategy, we compared results and advertisers to two major regional consumer publications.  By doing this, the sales staff was able to target many more potential advertisers.  Then by further analysis, we helped the client create a clear definition and data base of prospective advertisers.

The marketing strategy we recommended was based on a more focused sales and marketing effort.  We suggested tactics that included “special” issues, direct mail to the responsible person in each prospect company, data base management to maintain and update the master prospect list, fax and e-mail marketing, and lots of telephone contact.  We produced a clear and concise PowerPoint presentation for each sales person to use.

Results

When added to the publications already published by this client, the new publication has served to broaden the scope of the company.  The publication is gradually improving its position in the market and is growing more profitable.