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