Case Study Ppt
- 1. Doing More With Less Building a Local Marketing Campaign that Lowers Costs and Delivers Results Copywrite © 2009 Art of Design i.d. Inc.
- 2. The Client A local floor coverings franchise Implemented a corporate marketing plan in 2008 Cost: $40,000 Duration: 12 Months Campaign Type: Direct Mail Number of Pieces Mailed: 65,000 (16,250/qtr) Copywrite © 2009 Art of Design i.d. Inc.
- 3. Corporate Campaign Strategy List Criteria: Home Value: Greater than $200,000+ Geographic Region: All of Greater Colorado Springs Call To Action “$50 when you meet with our design consultant!” No Purchase Necessary Copywrite © 2009 Art of Design i.d. Inc.
- 4. Corporate Campaign Results Total Dollars Given Through Offer: $150 Total New Sales: $0 Total Cost of Campaign: $40,150 Total Return on Investment: 0% Net Loss: $40,150 Copywrite © 2009 Art of Design i.d. Inc.
- 5. The Challenge Reduce Marketing Costs Increase Conversion Rate Create an Offer that “Provokes a Sale” “50% off any area rug with the purchase and installation of any new flooring” Create a Campaign that is flexible to adapting market conditions Provide Positive ROI (Return on Investment) Copywrite © 2009 Art of Design i.d. Inc.
- 6. Art of Design’s Strategy Identify Key Target Market Demographics: Home Value: $400,000+ Owner Occupied Years in Residence: 5+ Available Equity: $25,000+ Geographic Region: 80919 (Test Region) Duration: 3 Months Total Pieces Mailed: 3,000 (500 bi-weekly) Test in Small Quantities prior to full implementation to verify strategy effectiveness Copywrite © 2009 Art of Design i.d. Inc.
- 7. Art of Design’s Results Total Dollars Given Through Offer: $0 Total New Sales: $50,000 Total Cost of Campaign: $4,500 Total Return on Investment: 1100% Net Gain: $44,500 Copywrite © 2009 Art of Design i.d. Inc.
- 8. What Worked Local Market Expertise Local Control Target Market Research Demographics Psychographics Relevant Offer Purchase Necessary to receive benefit High Perceived Value Test & Measure Run Small Scale Tests to evaluate strategy Copywrite © 2009 Art of Design i.d. Inc.
- 9. Campaign Comparison Chart Copywrite © 2009 Art of Design i.d. Inc.
- 10. Who We Are Art of Design i.d. Inc. Small Business Marketing & Graphic Design MARKETING RESEARCH | INTEGRATED MARKETING CAMPAIGNS | BRANDING & SALES MATERIALS | WEB DESIGN Debbie Tuzel – Owner/Art Director (debbie@artofdesignid.com) Marc Tuzel – V.P. of Marketing (marc@artofdesignid.com) Kendra Kane – Business Development (kendra@artofdesignid.com) Copywrite © 2009 Art of Design i.d. Inc.