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Case Studies

Case Studies # 1

By Jack Potter, BFA and David Sanders, CMC* 

Client: A retail and wholesale health and supplement company located in Clearwater, Florida

What was needed: The client came to us needing a way to showcase their intestinal cleanses. They were highly effective and organic, but not well known. Thus their best prospects were using an inferior product which was more expertly marketed.

What was done: After extensive marketing research, it was discovered that what was needed was something that would “house” samples of all three of their intestinal cleanses for distribution to healthcare professionals. This package, a “Tester-Kit,” would be distributed to chiropractors and other alternative health care providers to be used in Applied Kinesiology, commonly called “muscle testing,” to determine if the product would be beneficial to their patients.

Using the emotional “Hot Buttons” discovered via research and the “Positioning,” we wrote and designed a 6 panel mini-brochure that would house 3 small samples of their products for the caregivers to test out on their patients immediately.

The Test: As a marketing test, 10 of these Tester Kits were given away to advanced students at a Chiropractic Seminar and got an overwhelming 6 out of 10 sign-ups within a one week period. This amount of interest and sales had never happened to our client before. That’s a 60% response! It has since been mailed to other chiropractors and gotten a highest-ever response.

What was learned: There is a standard way to market a product or service and if one patiently uses it, step by step, with no short cuts, success is assured. We hope that these Case Studies have helped you in deciding with whom you would like to work.

©2013 by J. Brooks Potter Marketing, All rights reserved.

Case Study # 2

By Jack Potter, BFA 

Client: A mortgage software firm located in Southern California. Their major product is a loan origination and tracking software suite.

What was needed: The client came to us badly needing to increase their sales growth. Their sales had been flat at $1.2 million for about 3 years and they were sick and tired of it and they wanted to double their sales in 12 months. The average sales cycle was 6 months from contact to close, and due to the losses, the partners were at war and the place was upside down and the morale was very bad.

What was done: Since they had a great suite of products and some impressive talent internally we went to work to fix the “correct problem.” First a Management Plan was developed and a consultant was assigned. The “partner war” was ended and miraculously the morale problem disappeared.

Next an effective Marketing Plan was created and implemented, starting with extensive marketing research to discover the emotional “Hot Buttons” and the “Positioning” we would need to carry out the rest of the plan. We created an “offer” that couldn’t be refused. With the buttons, positioning and the offer firmly in mind, we wrote and designed a suite of printed materials including a presentation folder and data sheets along with 3 ads. We then rewrote their telemarketing script, added some PR actions and press releases. Also we suggested and got agreement that one of the Partners step down from the Presidency and let a younger, better speaker with a better PR personality step up into the spot light. The former President was greatly relieved.

The Results: Morale was the highest ever. Sales increased by 450% within 90 days and the average length of sales cycle was decreased from 6 months to 1 month. Our clients were “Happy Campers” and we had a long-term relationship. Much later, the young President left the company and started his own firm and he, predictably, called us in to help his firm grow too.

What was learned: There is a standard way to market a product or service and if one patiently uses it, step by step, with no short cuts, success is assured. We hope that these Case Studies have helped you in deciding with whom you would like to work.

©2013 by J. Brooks Potter Marketing, All rights reserved.

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