RESULTS
These marketing case studies come from John Graham Seeliger's 40 year career, for clients from IBM to a wounded warrior hospital. Each one started with strategy, not a platform, and each one is measured in the only numbers that matter: response, market share and revenue.
The challenge: The months after 9/11. Few airlines flying, resorts mostly empty.
The idea: A multimedia promotion that gave people a reason to come now.
The result: The suites were packed, even through an Arizona summer.
The challenge: A fundraising target to hit, and a need to stand out from every other appeal.
The idea: We flipped the script and mailed out cash (worth $65 in today's value) to controlled prospects, asking them to return it 2X to 5X within a week.
The result: They did, and more: 600% above target.
The challenge: Flying empty. Near bankrupt.
The idea: Our campaign first identified, then reached out to, three untapped markets.
The result: A 70% opening response. Flights overbooked.
The challenge: A warehouse of refurbished equipment, and no buyers who cared to watch the sales demos.
The idea: We said: if you do, we'll give you lots of... M&Ms.
The result: 650% over projected ROI. The warehouse almost emptied.
The challenge: Mantel lost the franchise for the crane brand that had become the generic name for the category. Six competitors, two of them international giants, moved in.
The idea: We named the replacement the MANTEL ELEPHANT, painted it orange, and introduced it with a mystery mail sequence, a crushed peanut and a children's storybook that found its way inside prospects' homes. Intensive sales training followed.
The result: From zero to 82% of the South African market inside a single year. Read the full story.
The challenge: They wanted new customers.
The idea: Our research revealed that current clients knew nothing about the bank's other products, so we retargeted from external to internal.
The result: 30% business growth, from customers they already had.
None of them started with a platform. Each one started with a question about the business: who is really buying, what would make them act, and what nobody else is saying.
That's why the methods scale to any size business. A small Arizona company doesn't need IBM's budget to use IBM's lesson. It needs the right audience, a surprise hook and a reason to act now.
See how we'd apply it to your business: marketing consulting services.
QUESTIONS
No honest consultant can promise that. Every business and market is different. What we can promise is the same approach: understand the business first, find the idea, choose the media, and measure everything.
Both. Our methods scale to any size business, and today John focuses on small businesses and entrepreneurs. See small business marketing.
On the blog, in the Case Histories category.
LET'S TALK
Not sure if you need help? No worries. A quick conversation costs nothing, and you'll know exactly where you stand. Plus, what your next step should be. If any. No sugar coating, no pressure, no BS. Call now. And if you're on the right track, we'll tell you that too.
Phone:
602.558.7540
Email:
johngseeliger@cox.net
jgs@creativestrategiesmktg.com
Location:
Phoenix, AZ, serving the Phoenix metro and all of Arizona