Advanced Laser has been a long time advertiser with the News-Leader. They were ready to renew their 2011 annual contract and we decided to visit with the client and get a in depth needs assessment before putting together a plan. The needs assessment is attached.
Below are just a couple of the key observations from the needs assessment.
Advanced Laser gets great results from NL products and has for several years She has no time or interest in marketing activities and really wants someone to advise her on marketing She is not happy with her yellow pages and thinks she should cancel them If she does cancel her YP she really thinks that she should reinvest that money into a online idea The current website is poor and needs a fresh look. She does not really want to send traffic to it She has a great list of emails and wants to get more so she can share specials etc.
Based on the needs assessment we developed a plan that included her traditional program. We also wanted to develop a idea to reinvest her yellow page dollars in a more effective solutions. We create a online banner that address the #1 question that potential clients had when they called. What does it cost. We also knew that price was one of the things that separated her from the competition. The banner ad clicked to a splash page that we created for her. Instead of going to her website the banner would click directly to a page that would answer the top questions that potential customers asked when they called. The splash page would also collect data and email her when a new request was sent. The yellow page people really competed for her business but she decided to cancel all her YP ads and go with our new idea.
The ad and splash page went live today 52011 and within 4 hours of going live Advanced Laser had her first lead. After only 7 hours live the ad is performing well with a .25 click rate.