Case History: Actual Campaign Results
Emerson Brantley and the WEB3Direct, Inc. team have conceived, written and conducted over seven thousand targeted direct response marketing campaigns across every marketing media. Here are some specific case histories and results from the thousands of guerrilla marketing campaigns in our library.
Every campaign is unique, depending upon factors such as the market, pricing, copy and media. Many other examples of our direct marketing campaigns are also available. (Where available the images below link to specific sites or Case History pages)
Direct Mail Marketing Investment Dinner Letter
April 2006, Los Angeles Campaign, Cold lists
Even though we extensively utilize new media for our clients, sometimes there is just no better way to reach specific markets than direct mail marketing. The highly-targeted market for this campaign was high net worth individuals with $1,000,000 investible assets, for direct investment in company projects. Objective of mailing was to register for a lunch or dinner potential investor presentation. The success led the company to create dozens of other campaigns in other cities, raising millions in the process.Mailed: 10,000
Cost for mailing & telemarketing $10,990
Registrants: 54
Cost per registrant: $180.16
Conversions (Attendees): 40
Attendee conversion rate: 74.10%
Cost per attendee: $274.75
Amount raised during campaign (new investment dollars raised): $1.2 millionThe same campaign was produced in several other cities throughout 2006.
40 high net worth prospects attended AmoroCorp's investor presentation at LA's City Club on Bunker Hill, all from a single mailing to a cold list.
The Cash-Flow Generator Letter
January 2000, Cash Flow Generator letter to cold (rented) listsThis direct marketing campaign was targeted to individuals who had ordered self-help, business-in-a-box types of courses from mail and print advertising.
Mailed: 10,000
Cost for mailing: $9,160
Responses (sales): 265
Response rate: 2.65%Gross revenue (after mailing costs): $26,144
Net profit (after course costs): $18,174Hundreds of Cash-Flow Generator direct response mailings were tested and used from 1996-2000. The Cash-Flow Generator campaign (including all media) was responsible for over 70% of all new customers for the company.
Direct Response Television Infomercial
Recognition: Longest Running Lead-Generating Infomercial in History: January 1994–2007
The Cash Flow Generator
(aka "The Home Business Journal" Show, January 1993 - Present)After successful direct mail, radio and pioneering online marketing tests, the first Cash Flow Generator infomercial testing for Ron LeGrand began in January 1994. Continued testing and improvements continued during 1996 and 1998, including creating two other variations of the show. One of these ran head-to-head against a Guthy-Renker version, beat the media giant in overall response. The fourth and final Cash Flow Generator infomercial began in July 1998 and was rolled out in spring 1999 with an initial $50,000 per week media budget.
The Cash-Flow Generator campaign created over 254,000 new leads for SDI, with average first year sales of $1952 per lead.
Media cost: $50,000 per week
Average weekly responses/sales: 1086Media Earnings Ratio 1.28:1 (the show made $1.28 for every dollar spent on media -- virtually unheard of for lead generating television even today)
Average weekly revenue: $63,965
Weekly earnings over media cost: $14,965When Whitney International Network acquired the assets of International Media Holdings in 2003, WIN continued to use the Cash-Flow Generator to promote Russ Whitney's renamed "Cash Flow Generator Workshops" around the country. In the company's 2003 10K annual report, they attributed $9.5 million in revenue, or 10% of their entire revenue from the front-end lead-generating Cash Flow Generator. The show continued to be used into 2008, making it the longest-running lead-generating infomercial in history.
John & Greg Rice, The World's Smallest Twins, hosted the Cash Flow Generator show from 1998 to today. (John Rice passed away in 2005, but the show still features both)
View the Cash flow Generator Intro (the "Home Business Journal")
(5.7 meg)
Millionaire/
Opulence
MagazineDirect Response Email Marketing
Recognition: “What Works,” Business 2.0 Magazine
(Independently-audited results)
Read Entire Business 2.0 ReportConversion rate: 41.55%
Independently-Monitored National Email Test
(March 2001)New Subscriptions, Millionaire Magazine & Luxury Life Digest
After creating an early online ezine for Millionaire (later Opulence) magazine, Emerson initiated this test to drive traffic to the site and increase advertisers' traffic and sales. Respondents were asked to subscribe to the online ezine, and to optionally give substantial shopping and preference information. When the program was begun, the magazine had fewer than 1200 online emails in their database. This initial test alone increased their database 251%.
Opt-In Emails: 60,000, cold list
Click through rate:14%
Click throughs: 8400 unique visitorsConversion rate: 41.55%
Conversion to signup: 3086 new subscribers80% provided key personal data for the database
The follow-up campaign generated an additional 3.8% click-throughs, creating 20,000 repeat visits within first month for a variety of client offers.
As a result of the response rates and new business generated, all 35 advertisers continued to renew their contracts for Luxury Life Digest (Millionaire/Opulence Online) at an average revenue of $3,000 per month per advertiser.
Visit LuxuryLifeDigest (note, this is an archived site and many links may be broken)
Direct Response Radio Marketing National Credit-Investor Radio Campaign & XM Satellite Show
2007The target market of this test for City Capital Corporation (CTCC) was individuals with a high credit score of 680 or above & $60,000 household income, interested in purchasing investment homes. Each investor home averaged $15,000 net profit to company; each investor could do up to 6 per year (average client purchased 2.2 houses).
The desire was to create a profitable broadcast campaign the company could run nationwide. Special attention was paid to the demographics in each market, as well as the coverage (and the costs of airtime!)
Airtime for 6 weeks test: $30,000 ($5,000 per week)
Responses (pre-qualified by telemarketing): 451
Cost per pre-qualified lead: $66.52
Conversions to completed, approved credit files within first 30 days after completion of test: 48
Conversion rate: 10.6%
Initial cost per conversion: $627.55 per sale, or 4.2% of revenues (based on a single purchase)
After these results were tallied, the company began a rollout to more cities. Emerson began more intense sales training, increasing conversion rates through the summer. The company sold the program as a profitable asset in the Fall of 2007, along with other real estate assets in the wake of rising lending issues in the market and other changing market conditions..
Listen to one of the two dozen spots tested during the Credit-Investor radio campaign (2.3 meg)
Another Credit-Investor spot recorded by national host Erich "Mancow" Muller (1.5 meg)
Using the same basic script, we created a TV spot to fill company investor events around the country, this one for Anchorage, Alaska.
(5 meg)<< Back to Case Histories Page
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