BioTrauma
When Traditional Marketing Is Not The Solution
Challenge:
Increase sales at this two-year old remediation company with no marketing budget and a complex referral structure.
Insight/Action:
Due to the unique nature of BioTrauma’s services - crime scene clean-up - and an interesting back-story of being started by two former Marines, generating initial PR for this company had come easy.
After reviewing their marketing materials, tactics, positioning and sales protocol, we discerned that they did not require a change in marketing but instead they needed to change their sales approach.
Install contact management protocol utilizing a series of emails, phone calls and direct mail
Take cold-calling burden off the two partners by hiring a part-time sales person responsible for setting up appointments
Results:
Sales increased 40% in 2008
Projected revenue for 2009 exceeds $1 MM
Pat Murphy Electric
Increasing Leads Without Increasing The Budget
Challenge:
Increase monthly leads by 6% without increasing marketing expenditure and maintaining an 82% closure rate.
Insight/Action:
Pat Murphy Electric (PME) had a good history of tracking both its formal (i.e. paid ads) and informal (i.e. referrals) tactics but were measuring success in terms of total leads generated, not the effectiveness of each tactic.
We combined this data with their average sale price and developed a new metric in which to measure the effectiveness of each tactic - the revenue per lead/cost per lead ratio.
Under this metric we were able to revise the current marketing mix to one that would be more efficient and more effective.
Results:
Leads increased 4% (off our goal, but client was pleased due to economic conditions of the Fall of 2008)
Closure rate maintained at 82%
Reduced marketing spend by 10% which PME reallocated to new tactics for 2009.
Global Energy Talent
The Need For Clarity
Challenge:
Develop brand position and marketing plan finding a common thread among various roles the talent resource can play.
Insight/Action:
Global Energy Talent (GET) is more than a staffing service for the energy field, they help assess a companies talent needs now and for the future. GET also helps companies source that talent and then train them to make sure they stay current.
After conducting depth interviews with key constituents, competitive analysis and a communications audit, M is for Marketing was able to discern the items that made GET both unique and marketable and was able to sum it up as GET is the global resource for powering talent in the energy industry.
This position led to a marketing plan that featured white papers, speaking engagements, events, blogs and other online marketing tools allowing GET to educate the market on how to “harness the power of people”.
Results:
Company officially launched in the Fall of 2008 but has signed sourcing and training agreements with a handful of multi-national energy providers.
