Case Study V - Mass Marketing Isn't Working

    We encountered a client whose revenues had been declining for two years running.  In an attempt to recover this drop in revenue they were spending more money on mass marketing, but it was not helping them a bit.  By asking a few questions we came to understand their target market and the nature of their product and agreed that mass marketing wouldn’t help.

    Our first effort was to enhance to their existing sales and follow-up process, then we started making refinements and improvements to their marketing plan.  We also helped collect and interpret demographic data for their major geographic markets which affected their marketing plans.

    Fortunately, this client is a quick study, so after just a couple of months their sales activity grew and their marketing plan started to take on some real definition.  Right now they are quite busy executing their revised marketing plan, mentoring their sales reps and talking to new customers.  Perhaps later we’ll be able to do more with them and help them grow the entire business.