BRILLIANT Case Study #3

This is a followup brilliant Case Study of a the promotional project I shared with you last week for the commercial photographer. Due to the overwhelming success of his first program with the “Scarecrow”, the client had decided to create yet another program targeted at a similar targeted audience, that is; media and art directors in the Washington DC metropolitan area. Here’s what Cliff Quicksell put together for him next:

In a nutshell:

Objective: A targeted piece was developed to target 300 qualified media buyers and art directors in an effort to secure appointments, shooting for a 20% response rate, or 60 new client meetings.

Strategy: Postcards were sent in groups of 25 then followed with the mailing tubes. Postcards told clients that they would receive a unique gift and would want to give my client a call. Enclosed in the tube was a light-sensitive sound chip that when activated rang like a phone. The offer gave the recipient an activated phone card with 60 minutes in exchange for a ten minute meeting.

Results:  the mailer generated an amazing 28% response rate, 84 appointments and generated over $85,000.00 in new business.

Brilliant!

See full details (click on the image below)

Do you have a case study of your own to share? If so, fill in comment section below and we may publish it in a future posting!

BRILLIANT Case Study #2

Here’s another brilliant Case Study of a marketing project created by none other than our own internationally renown marketing genius Cliff Quicksell.

In a nutshell:

Objective: a commercial photographer was spending an inordinate amount of money forwarding his portfolio to prospective clients. He wanted to show that he was far more creative than his competitors. Every photographer was sending their portfolios to his target audience, so everyone basically looked the same. He wanted to stand out.

Strategy: a sales sheet depicting one of the photographer’s commercial photos (a scarecrow with a brain), with a matching coaster, was placed in a custom printed box on a bed of straw, wrapped in a piece of tissue paper custom printed with a straw graphic, and including a cover letter. The pieces were launched the day before Halloween, sent priority mail for next day delivery on Halloween morning. (Outstanding example of strategic delivery!)

Results:  the mailer generated a whopping 85% response rate or 256 calls and generated over $210,000.00 in new business.

See what a well thought out strategy using dimensional media can do for you? Pretty amazing, huh?

See full details (click on the image below).

Do you have a case study of your own to share? If so, fill in comment section below and we may publish it in a future posting!

Case Study #1

OK folks, time for class!

Today I’m introducing CASE STUDIES 101 of actual real life BRILLIANT marketing campaigns, most using (ahem) dimensional media. I’ll be numbering these so you can collect and/or keep track of them if you’d like; they’re great for generating fresh ideas for your own business.

The star of my all time favorite case study is, of all things…a hose clamp! Yes, you heard correctly: a hose clamp. Check this out:

IDea Lady’s Favorite Case Study of all time

This hugely successful campaign was done several years ago by Automotive News. You can see all the details here at http://idontheweb.com/case_studies.htm, see the first case study listed.

In a nutshell:

Objective: To raise awareness of a special “one time only” 75th Diamond Anniversary Issue and to build ad sales with a unique promotion.

Results:  The issue ultimately carried 61 advertisements for a total of $850,000. The final sales paid for the promotion more than 50 times over its original cost.

See how they did it (click on the image below).

Do you have a case study of your own to share? If so, fill in comment section below and we may publish it in a future posting!