Case history number three: Business promotion

Brian runs a highly successful health club in the south of England. Although already very successful, there is a high turnover of members in health and fitness clubs, so new clients are constantly needed. Brian decided that he needed a steady flow of new members and took the trouble to research his target market carefully and to aim at the right sort of affluent areas. After careful research, Brian used his business promotion budget wisely by booking a twelve month leaflet distribution campaign with Royal Mail, spreading his budget over quite a wide area of affluent homes. He then ordered well designed leaflets from a specialist print company and made sure that they could be trusted to always deliver just the right amount for each monthly delivery campaign, direct to the Royal Mail distribution centre. In this way, the promotion was almost effortless. Royal Mail distribute leaflets, with the mail, using their reliable post men and women, who have the integrity to ensure that each leaflet goes where it should go. No database is required, just an agreed list of post code areas. The advantage of having Royal mail deliver the leaflets is that, unlike the local free newspaper, they guarantee to deliver accurately, at the same time as the mail is delivered. Sadly, newspaper and freesheets, although offering cheaper distribution, are not as reliable as Royal Mail. We have even heard cases of bundles of leaflets being found behind hedges and in litter bins. Brian is now also targeting lapsed members from his database, using personalised mailings sent by a reliable mailing company. All he does is send...

Case history number two: Targeted business promotion

This case involves a successful loan company. They had been trading for many years and were doing well, but the MD of the company had always felt that he could be doing better. He advertised in the daily papers and his staff manned the phones until 9 pm, seven days a week, taking the enquiries. Generally, they were doing everything right, but the MD had the brilliant idea to try direct mail as well. His first step was to get a data expert to trawl through his past enquiries, find all those that were over six months old. He then got the mailing company to send personalised laser printed letters, direct to these past enquiries and ask if they were interested in a loan. Extra business flowed in from these previous enquiries, so the MD continued to the next step. He sourced some suitable names and addresses of people who may be looking for a loan or a second mortgage, from a specialist data rental company and got his mailing company to send personalised letters to these people as well. More business flowed in. By steadily mailing out more and more targeted letters each month, the MD has made very good growth to his company and can turn the enquiries on and off, like a tap. He can expand just as fast as he wishes, or slow the flow of enquiries during staff holidays etc. He is now considering using the power of reward, by giving a printed pad and pen, mug, pocket knife or calculator to his enquiries and a larger business gift upon completion of the loan...

Case history number one: Targeted business promotion

Ian bought a very expensive lease from his local brewery and became the proud landlord of a village pub. Although the pub had been there for many years, trade was rather poor as the previous landlord had not bothered to serve any food and had relied on the wet sales alone, which seems to be in decline. Heavy drinking is not very fashionable or health orientated these days, so Ian decided to offer delicious home-cooked food as well. He and his wife revamped the kitchen, had a very nice menu printed and waited for the customers to pour in. A few locals tried the meals and enjoyed them, but most of the time, Ian’s poor wife was standing about in the kitchen, twiddling her thumbs. Eventually Ian approached his local newspaper and booked a very expensive series of adverts, aimed at local people. The trouble was, the newspaper circulation are was very large, so he was paying to advertise to areas well way from his hostelry. There are thousand of pubs in all areas, so not many people will travel very far to eat out, however good the food. Alan and his poor wife waited and waited and although a few new customers did try the meals, the cost of the adverts far outweighed the profit on the meals. Luckily, one of Ian’s customer had some experience of business promotion and advised Ian on a course of action. He pointed out that less than a mile away, there was a very large, modern housing estate, containing about ten thousand private houses. Ian plucked up his courage, knocked on a...
tumblr visitor stats