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CASE STUDY 1

The Pudding…

Scenario:

  • Client called to request bid on brochure.

Analysis

  • Brochure was to be mailed with letter to prospects.
  • Prospects not clearly identified.
  • Objective was to generate return calls from prospect without direct follow up.
  • Brochure to cover full array of facilities and services.
  • Average customer interested in <25% of service menu.

Discussion

  • Client agreed likelihood of success was minimal.
  • Proposed brochure too generic.
  • Unsure of profile of best client.
  • Unable to enumerate their “edge” vs. their prime competition.
  • Unclear on who their real competition was.

Outcomes

  • Performed strategic analysis of clients to ID “real” best customers.
  • Interviewed best customers to determine buying and loyalty motivations.
  • Identified best geography for prospect mining.
  • Researched trade sources and internet and built targeted prospect list.
  • Produced and distributed three-dimensional direct mail for target list.
  • Prepared follow up schedule and script for key staff.
  • Customizable master proposal to reflect identified areas of prospect interest.
  • Comparative analysis of area competition.
  • 13 new customers, and counting.

CONTINUE TO CASE STUDY 2


“We had our cart before the horse.  We were ready to go to print before we knew what our edge was, and who we should be pursuing.  Bottom Line brought us the marketing discipline we needed to sell successfully.” Third party logistics provider.