Sample Marketing Tactics and Case Studies
The marketing strategies I have employed to create results are too many and too involved to describe here. However, here are a couple of quick examples of tactics:
Breakthrough Small Space Campaign
Introduce a totally new concept in one phrase. How do you lease office space that’s more expensive than others? It includes sharing such amenities as secretarial help, a conference room, etc., now known as a shared office. Our solution was the headline that built the industry: ”Your Office and Staff Await You”
Change an Enterprise for Less than $10,000
I worked with a client for about five months. We changed her business; renamed it; new and superior web site including concept, organization, and copy; accommodated more than six revisions and authors’ alterations, developed a sales plan and talking points, and articles-all for less than $10,000 (exclusive of design which ran about $4,000).
Rebrand a Law Firm
While acting as an interim outsourced marketing director for a regional law firm with about 75 attorneys, we completed a transformation. Repositioning, new look, new messaging, new collateral (logo, practice area pamphlets, firm brochure, etc.), publicity, advertising and culminating in a fairly spectacular client appreciation event allowed the firm to break out of its geographic limits and paved the for expansion.
Audacious Headline Delivers Results
My agency had a client whose product was demonstrably superior but trailed the market leader by a wide margin. They couldn’t even get anyone to try their complimentary samples. We ran small space ads in the trades under the headline Semi-Free Sample. The copy stated that although the sample was free, the recipient was obligated to really test the product and put it through its paces. The audacity of the headline generated enough punch card responses to break the record in almost every publication in which it appeared.
Creative Headline
I had a client with a database whose greatest attributes were speed and ease of use. How to capture that in a headline for magazine ads? Fly through the Ware with the Greatest of Ease
Database Sales
In addition to branding and more compelling web site I used email to his customers to expand their knowledge of his IT (Information Technology) services. A client who provided Information Technology to small and medium sized businesses required a means of stimulating sales beyond “break and fix” crisis calls. Our email campaign combined specials about new products and service with easy actionable advice to get more out of their technology and avoid problems. The emails linked to a page that archived useful suggestions from the business owner. Lew’s Clues also managed to personalize and build relationships.
Insight into the Customer
Really knowing what the customer wants can help refine the brand and make messaging more impactful and efficient. Email surveys and phone questionnaires almost always uncover what the customer really thinks and wants. While much of this research reinforces the clients’ suppositions an extraordinary number of important surprises are uncovered.
