Strategy and Action: Penny's goals were to increase her
transactions to over one hundred annually. In order to achieve
that goal, Penny needed to increase the amount of prospective
clients her marketing was generating. She felt that she was
already investing sufficient monies into an extensive print
campaign but needed those ads to generate a higher response.
Penny was relying upon the prospect's feedback to track each
ad's response rate. While attending a Howard Brinton Superstar
Conference, Penny learned about Powerline™ and its unique
ability to accurately and automatically track the number of
leads each print ad was generating. She immediately implemented
the program and no longer relies upon the feedback of a prospect
to track response rates. The Powerline™ system generated
simple to use reports that provided the feedback Penny was
looking for.
Penny's team took full advantage of the reporting and tracking
features by receiving an automatic ad tracking report every
day from Arch. The report is delivered in a simple to use
format and Penny's team knows the exact response rate of every
ad.
Penny focuses on three main reports: "calls by day"
to objectively decide which days pull the highest response;
"calls by source digit" to review each advertising
medium individually and "calls by listing" so that
she can show her sellers that her advertising is working and
in some cases use this data to substantiate a price reduction.
Penny also receives a monthly summary report so she can guide
her marketing campaign towards the highest response mediums.
Penny bases every advertising decision upon the feedback in
the monthly report.
During one recent campaign Penny's team noticed a severe
drop in calls from a specific newspaper. They had not made
any changes to their ad template and were puzzled by the decrease.
Penny consulted her personal coach and he pointed out that
the ads had always contained a negative image or reverse color
box that instructed the reader to, "Simply dial the 800
number and enter the code number to hear free recorded information."
The newspaper had mistakenly dropped these instruction boxes
from her ads. Penny brought this to the papers attention,
was compensated for the ads cost and re-ran the ads the following
week. The ad response immediately resumed its normal rate
of return.
"Powerline is my single most powerful business tool
that has literally doubled my business."
-Penny McLaughlin, Penny's Team
Result: Penny has actually
lowered her overall ad expenses by eliminating non-productive
campaigns. The Powerline™ system increased her overall
ad response and she reached her goal of closing over 100 transactions
a year.
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