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I used to think customer newsletters were a waste of time.
That was until I wrote one that increased business by 10% (in just one issue).
Customer newsletters can be a real bind to produce. You start off with a ‘hiss and a roar’, confident you’ll get an edition out every other month, and by issue two, you fall flat on your face. However, I have learned that they are worth the hassle if you do it right. Click here to read on
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After reading everything about Scientific Advertising on this website, you're probably thinking it's about time we gave you some examples practicing what we preach.
By giving you some examples of work we done and the successes we've had, you will be able to see that the elements of scientific advertising can be applied to every type of marketing whether it be press ads, websites, signage, direct mail, radio scripts, or television - just to name a few.
Best sales month EVER!
Mass mailouts to rural areas have increased sales for this satellite broadband company
In late 2008 we decided to test mass mail outs as a means of marketing Inzone’s satellite broadband to rural communities across the country. Each month we selected a new rural community and delivered our ‘mail drop’ to houses in RD delivery areas.
We could measure the response easily as we could see the number of sales generated in that particular community. We also made the testing fool-proof by placing a special offer in the letter to ensure we could tell if a sale was generated by this piece of marketing.
In December 2008 Inzone celebrated their best sales month ever and since then they have continued to improve their sales record.
We soon found that we could increase sales further by phoning people in the mail out area after they had received the letter. Right now we are in the process of phoning potential customers, sending them the mail-out and then phoning them again and we expect that this will further improve the conversion rate of this campaign.
Enquiries went up and sales increased
Broadsheet newspaper success for PF Olsen
Holloways produced a series of fantastic broadsheet newspapers for Rotorua forestry company PF Olsen and Company Ltd that informed farmers how to maximise the return on their forestry investment. It was an informative direct mail piece that was delivered to farmers all over New Zealand.
Fantastic results!
Low budget television sells Real Estate
Waiotahi Beach Estate needed to boost the sales of their properties on the East Coast, so Holloways developed an inexpensive television commercial that delivered fantastic results they needed and more!
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Why building a brand is very important, but you do it by selling, not advertising - its the results that count!
Your ‘brand’ is the experience people have of you, what do you remember most – the taste of coke, or the coke ads? The way to build a brand is to sell!
The car dealer with the best brand in town is the one who sells the most cars. The lawnmower shop with the best brand is the one that sells most mowers. It doesn’t happen the other way around, that’s just silly marketing theory! In real life, first you sell your product, and then, as a result, – if they like your product your brand is good, if they don’t, it’s not! Click here to read the truth about brands
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NorthTec News
“I approached Holloway Advertising with the specific goal of boosting our advertising response rate - I wasn’t disappointed. The creative really pushed the right buttons for our audiences.”
Dave Williams Marketing Director, Northland Polytechnic. |
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Direct mail creates business for plumber
A letter with a special offer generates 75% of appliance servicing for McBeth
Over the past few months we have sent out a direct mail letter for McBeth Plumbing and Gas to promote gas servicing. We decided to test the offer of getting a 2nd appliance serviced free when one was booked.
This time last year in 2008, owner Ralph says he had zero gas servicing jobs. In April 2009 he got 21 Gas servicing jobs as well as picking up a couple of other jobs in the process. As of May 2009, he hasn’t received a monthly printout yet from his accounts lady but is receiving on average 12-15 jobs each week. He tells me 75-80% of these jobs have come as a direct result of the DM letter.
Over a million dollars worth of leads!
Sales brochure becomes a last minute press ad
Originally intended to be a sales brochure, this 4-page ad for Effluent and Irrigation Design, gained astounding results. Leads in excess of $1.4 million rolled in from farmers and councils who wanted to buy the effluent and irrigation systems and find out more about how they could benefit from their particular situation.
So successful this approach is now being used constantly
Direct mail campaign for Credit Union Mount Maunganui
This creative wallet-shaped brochure was produced to encourage customers to get a loan to help finance their Christmas shopping. The mailer was so successful that Credit Union decided to make it a regular thing.
A great response
Solid test and measure systems put in place for an industrial paint suplier means the method can be duplicated to different market segments
Recently we began sending out a sales promotion graphic email to different segments of the customers and potential customer databases with the aim of creating an immediate increase in sales. So far we have had a great response which we have measured through the new online order line and in increasing sales of the promoted product.
After testing and measuring we have found that we can increase the response simply by sending the email twice, once at the beginning of the promotion week and again the day before it ends as a reminder that the sale is closing. This second send out created a second flush of orders.
We plan to test this method across all customer segments with the intention being to boost sales from different segments each month to achieve an overall increase in sales.
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