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.