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Marketing Case Study

How The Geisheker Group helped a $200 million dollar company
achieve a record sales year during the devastating 2008 recession

The client came to us because their sales were flat and they were not growing. They wanted us to develop a marketing program to acquire new customers and increase sales. Our first job was to analyze their current sales and marketing program. We found there was no consistency in their sales message in any of their marketing materials or sales presentations, and everything was poorly written.

When we asked employees at the company why a customer should do business with them, we got a different answer from every employee. That is bad because if your employees are confused how your business helps its clients, how on earth will your clients understand how you help them? For sales and marketing to be successful, you must have a consistent and strong sales message across all sales and marketing channels.

To solve this problem, we interviewed the company’s executive team, their sales force, and several of their most important clients to create a list of what their customer’s viewed as the company’s most valuable benefits. Based on that research, we created the company’s unique sales message and a new slogan.

Now that we had a powerful sales message that targeted the buying hot buttons of our client’s target market, we created all new marketing materials and sales presentations.

To ensure their sales force was correctly selling the company’s services, we provided sales training. Doing this had an immediate impact on increasing sales as well as increasing moral and confidence within the sales force. A huge part of having a successful sales force is having a well-trained sales force that knows word-for-word how to sell the product/service being sold and how to reply to all objections. We also wrote sales letters and follow up email letters the sales force was to use when following up with prospects. We did this so the sales message was always consistent.

We created a multi-step direct mail campaign to our client’s target market, where each month we sent a new sales letter, which was then followed up with a telephone call from a company sales rep. This immediately generated new customers and increased sales.

As our client was collecting the email addresses of its customers, we created a monthly email-based newsletter that informed their customers of company news, promotions, testimonials, etc. This immediately increased sales from existing customers.

To further increase sales among existing customers, we created a multi-step direct mail campaign to introduce new products and services our client was offering but was having a very difficult time selling. We also provided sales training to our client’s sales force so they understood exactly how to sell the new products and services. Within the first mailing, sales for the new products and services increased.

To generate publicity for our client, we launched a PR campaign where we would write and distribute press releases that discussed company news and the introduction of new products and services. This helped our client generate publicity and new customers.

The final result for this project was that in a one year time period our client had an increase in sales of 18% and a record sales year—all during a recession.

If you would like The Geisheker Group Marketing Firm help your business increase leads, customers, sales, and profits, contact us today so we can help you.

Click here to contact us or call (920) 471-1638

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