The purpose of advertising is frequently described as "reducing the cost of selling."
Click any image to learn how Dale did it for these clients.
SITUATION: Medicap Pharmacy wanted to sell franchises in a new territory.
OBJECTIVE: Drive pharmacists to visit the Medicap Web site to discover the ease and benefits of getting a franchise.
STRATEGY: Send an attention-getting, over-size postcard to the homes of licensed pharmacists in the target territory with the simple call-to-action of visiting the Web site.
RESULTS: Medicap reached their sales goals with just one mailing
SITUATION: HMB is a nutritional supplement with substantial clinical proof that it will: br>
• Increase protein synthesis to accelerate muscle growth and recovery
• Minimize muscle damage during hard exercise
While promoting muscle development has made HMB a locker room word with bodybuilders, HMB's recovery benefits were not well known.
In fact, since nobody was promoting recovery, most bodybuilders were not even aware that any product could minimize muscle damage and recovery time.
STRATEGY: Continue promoting muscle growth while introducing the concept of minimizing recovery pain (workout hangover) and the resultant interruption of training as secondary unique selling propositions (USPs).
TACTIC: Illustrate the recovery problem in a way that every bodybuilder could instantly identify – icing overstressed muscles – and that stands out from the myriad of photos in bodybuilder magazines showing well-ripped bodies flexing for the camera.
Then we extend the message in a campaign that consistently reinforces the story through multiple channels.
OBJECTIVE: Efficiently train volunteers in fundraising.
STRATEGY: Record professional training sessions and post on website.
SOLUTION: "Reality" recordings of two three-hour training sessions were edited into ten "bite-size" modules that volunteers could watch and review on their schedule.
RESULTS: The videos have been used by other chapters and proven very effective in improving the fund-raising effectiveness of the volunteers. See the videos here.
OBJECTIVE: Create awareness and interest for a new service.
STRATEGY: Build on their existing reputation with an easy-to-grasp concept.
RESULTS: Awareness and phone calls have exceeded expectation.
SITUATION: Fendt tractors have many advanced features that tended to initially intimidate dealers and farmers. Competitive dealers fan this reaction by spreading misconceptions.
OBJECTIVE: Demonstrate that Fendt tractors are not overly complex and offer many competitive benefits.
STRATEGY: Acknowledge the misconceptions and dispel them with the words of actual dealers and Fendt owners.
RESULTS: This video, shown and distributed at farm shows and dealerships, resulted in the recruitment of many new dealers and customers.
SITUATION: A marketing services agency can't very well sell their services from a website. But a website is necessary for credibility.
OBJECTIVE: Demonstrate how the agency thinks and showcase examples of their thinking.
RESULTS: See for yourself at: WesleyDay.com.
OBJECTIVE: Increase appointments.
STRATEGY: Use SEO (Search Engine Optimization), Google AdWords, and dedicated landing pages to drive more visitors to their website and particularly the "Schedule an Appointment" page.
RESULTS: New visitors to their website is up 37%. Visit IowaVeinCenter.com
OBJECTIVE: Use affiliate marketing to fund a website – and maybe generate excess revenue.
STRATEGY: Add Google AdSense and Amazon Associates ads to the periphery of the content.
RESULTS: Income is covering web hosting fees. Visit AlbaDSM.com.