The previous plan had been
to make a short leaflet that would project a feel-good “image”.
Unfortunately, other than make you feel good, it
wouldn’t have had much of a sales punch.
Instead, we created an 8-page,
full color brochure (see below) that was crammed
with features, benefits, and exciting REASONS TO
It was successful because it
targeted the most important person: the prospective
Start-Up Changes Strategy,
Tests Marketing Plan!
A retired gentleman bought the rights to an innovative
interior storm window, called Windo-Therm. Operating from a small
workshop, he worked hard to sell quantities of these to colleges
and other institutions. But the idea was slow to catch on, partly
extended budgeting cycles and long-term relationship building needed
by this sector.
In the meantime, we suggested he test the consumer
sector. This had been tried before, but with limited success. After
in-depth research of the market and the product’s potential,
we found the way to reach the consumers. Collaborating with a small
working team, here’s what we did in time for the annual fall
||A new business strategy was created, centering
on a major test with potential for national roll-out.
||Product improvements were made for better quality, assembly,
and shipability (previously, distant customers could only buy
the product in kit form – a major hurdle for many of
||A sales-focused color brochure was created
||Prospect lists were identified; mailings were designed; incentives
and deadlines were offered so as to increase profits during
the busy season and keep the business going in the slow season
||An informative and sales-oriented website was created from
scratch; see latest version at: WindoTherm.com
||TV ads were produced (see photo, upper right, of on-screen
talent with director Sam Goldstein of WRGB)
||Newspaper ads were tested
||Booths were set up at consumer shows
||Store displays were set up at certain test dealers
||All leads were tracked so that the advertising could be evaluated.
This last item, the ad tracking (also known
as measured response, a proven technique in the bottom-line
world of direct marketing) was especially important. There’s
an old saying that a good business wastes half its advertising
and if only they could figure out which half, they’d be a
Grows To Next Level.
The test was a success. Even though it was
just a test, here’s how the company’s annual fourth-quarter
sales shot up. This is what we mean when we say we can help you
bring your company up to the next level.
Due to the planning, execution and tracking,
they are now on a path to fine-tune the test and to plan a roll-out
that will build on the advertising
that worked best.
Back to more Portfolio
(Or go forward to Next Page to see Dot-Com.)
TV ads were produced with
a local agency and TV crew which saturated the local
market right at the beginning of
the cold winter season. The ads focused on the straightforward
benefits of this remarkable product; soon the phones were ringing and the
website was active with interested prospects.
Follow Through Is Essential
This test was designed
to find answers which could be refined into a national
sales model. Yet, it also generated considerable
funding on its own, reducing the testing expense.
Once you generate sales
leads, you must learn from them and shower them with
attention. Some friendly calls and letters will increase
the chances of their buying. Just as important, you
can change your advertising as you learn which parts
of it are working best.
To ensure smooth implementation,
we prepared an updated marketing and business plan;
extra customer-contact staff was hired, suppliers
were lined up and production was increased.