SOLUTION — Reposition the Business

Collateral Materials
Our staff created a new 4-color logo and designed printed collateral materials. They leased a space in the Merchandise Mart and we brought in new signage.

Database Marketing And A Direct Mail Program
BITTMAN MARKETING GROUP analyzed where and how sales dollars were generated. We determined less Yellow Page advertising was in order, so the client reduced the Yellow Page budget by approximately 40%. The savings allowed us to target architects, interior designers and builders. BITTMAN MARKETING GROUP advised that this would be a good time to clean up the existing customer database--it hadn’t been touched since they purchased the business. At the same time, magazines that the company advertised with and product manufacturers sent leads. This was the perfect opportunity to target the leads and add them to the database. They were coded in order to determine the response rate.

We grouped the leads into categories and designed 5 ½" x 8 ½" 4-color postcards for each. Total pieces printed were 17,000, with cards retained for collateral use. A mailing went out announcing the name change, the opening of a space in the Merchandise Mart and the exclusive products now carried. And there was one other message—the card would be good for a year for a monthly merchandise certificate drawing.

BITTMAN MARKETING GROUP came up with the idea of the drawing to bring the target audience into the store. All they had to do was come in and drop-off the postcard. You might ask, why an entire year? We felt potential customers don’t browse in bathroom fixture stores unless they immediately need something. With the card good for a year, potential customers would think of the client when that time came and be encouraged to stop in.

A follow-up press release was written announcing the winner of the first drawing.

Media – Publicity
BITTMAN MARKETING GROUP designed new ads for major periodicals displaying photographs of exclusive products and using both the old and the new name.

Another press release promoted the exclusive products, the new Merchandise Mart space, and personalized service. As the client put it, "Unlike a lot of stores where you just get handed a pile of books or brochures from manufacturers and have to figure things out on your own, our sales consultants offer you personalized service.

Case Study 2: Consulting Firm

OPPORTUNITY—

A new consulting company asked BITTMAN MARKETING GROUP to assist them in developing a marketing program that would successfully generate awareness and grow their business. No materials had yet been developed.

Sales Training
BITTMAN MARKETING GROUP gave several sessions of sales effectiveness training to both the President and the telephone sales person. Included in the instruction were record keeping, benefit selling, handling objections, and closing techniques.

Database Marketing And Direct Mail
To aid the telephone rep in setting appointments, specific targeted demographic lists were purchased.

Publicity
BITTMAN MARKETING GROUP created two press releases. As a result of this publicity, the company was mentioned in Crain’s Chicago Business three times and a Chicago Tribune-published magazine asked the client to write a monthly column.

Case Study 3: Manufacturer

OPPORTUNITY—

A small manufacturing company reported that both appointments and sales were down. BITTMAN MARKETING GROUP was asked to help increase business.

SOLUTION—Expand Business

Marketing Plan Workbook
We began by working on a marketing plan. Our workbook offered the client a step-by-step guide covering all marketing areas. This process identified a personnel issue: "Was the right person in place for the outside sales position?"

Telemarketing (Inside Sales) And Outside Sales
First, BITTMAN MARKETING GROUP assessed the outside salesperson and determined this person belonged inside. The person was moved inside. Next, salary and bonus structure was determined and a call plan was written.

Sales Training
BITTMAN MARKETING GROUP taught record keeping techniques and began sales training. This included effective responses to objections, benefit selling and closing techniques. Through this training, the inside person began reaching decision-makers and setting appointments for the outside sales staff. The client has called several times to report on the success they are having and to thank us.

Corporate Identity Program: Logo Development, Collateral Materials and Sales Letters
BITTMAN MARKETING GROUP wrote their 4-page brochure and designed the cover letters for the mailings to various targeted audiences.

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * * * *

And that’s not all . . .


This is just a sample of the work we have done. If you would like to know more about our experience in a specific industry or market situation, please contact us for more information.

This is just a sample of the work we have done. If you would like to know more about our experience in a specific industry or market situation, please e-mail us at  casestudies@ bittmanmarketing.com for more information.