Case Studies Using The Marketing Formula
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A small German auto repair shop was struggling to stay alive. Based on surveys and the fact that this shop truly offered superior service, we turned a weakness of the business into a strength. As a direct result of implementing their campaign, the business's volume rapidly improved. The campaign has done so well they have outgrown their facility and recently moved to a new location. (Not many companies have achieved this kind of growth in the midst of the current economic crisis). The headline of their promotion read, : "As a German auto repair shop owner in a hard-to-find location, I must always provide you total integrity, great repairs and the timeliest service." We then provided a strong case to back up this claim.
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| 2) |
A family law firm had an excellent reputation within its legal community, but was not particularly well known by the general public. Although they were the largest family law firm in their community, more than half of that community's local residents were traveling elsewhere for family law services. Surveys revealed that people prefer to choose an attorney based on a recommendation made by an attorney they know. The purpose of this ad was to get the public to either contact a local attorney first for a recommendation, knowing they had most local attorney's referrals wrapped up, or to get people to bypass this process all together. Our headline read,"141 local attorneys refer their family law cases to the XYZ law firm." The sub heading read, "Attorneys use these 10 criteria when choosing a family law firm to refer to. Shouldn’t you do so, too?" The ad then presented the 10 criteria. (By the way, the partners of the firm actually counted the number of attorneys that refer cases to them. So, the number was accurate).
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| 3) |
Our client, a kitchen remodeling company in Northern California, provides outstanding work, is totally trustworthy and its pricing is below that of its key competitors. When conducting our planning session, we discovered something amazing. Over the past two years our client had been asking their customers if they would be willing to have prospective clients come to their homes to see their kitchens. Every one of their past 28 clients said they would love to. As a result, we created a headline that read, "10 reasons why our customers can’t wait to show you their kitchens". The sub heading read, "Our 28 most recent customers would be delighted to show off their kitchens to you because they:" The ad then listed 10 reasons few, if any, of their competitors could match. Then the ad extended an invitation to call the company to set up visits to some of their homes. If you were looking to remodel your kitchen, saw this ad and the contractor was local, wouldn't you contact this company? This contractor has been able to weather the storm created by the weak economy despite many of their competitors going out of business. Just to remain viable the needed to triple their market share. |
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