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Totem Training
Totem Training implement a marketing system which generates 3 new customers in 6 months.
Background
Totem Training is a management training and coaching company. They are in a highly competitive market with a number of companies offering similar services.
When they approached Results Corporation they were reliant on a small number of key clients and they had identified the need increase their customer base and boost their turnover. They had an excellent record for converting enquiries and needed to create new systems for generating more leads.
Objectives
1. Identify areas of their service that differentiated them from their competitors.
2. Communicate these benefits to potential customers through a series of co-ordinated marketing strategies.
3. Generate new leads.
Implementation
Create marketing systems that consisted of the following strategies:
- Created benefit lead compelling copy and advised on the design and navigation for a new Website that Totem Training had already begun work on.
- Set up a series of Google AdWords campaigns to target two specific services offered: leadership and management consultancy. The ads were carefully tested, monitored, evaluated and revised.
- Re-establish contact with companies and individuals that had made previous enquiries using emails and telephone follow-ups.
- Create and write email communications to promote and encourage seminar days that Totem Training were taking part in.
- Maximise the effectiveness of Totem Training involvement at Networking events, including creating copy for banners, advertisements and advertorials in the Chamber of Commerce trade publication.
- Create a series of monthly emails and purchase a relevant and targeted list of potential clients. This programme began in May and has so far produced encouraging results from the very first email.
Results
Within the first 6 months of beginning to discuss and implement Totem Training’s marketing system the following results have been achieved:
- Enquiries from the website increased generating new business worth £4,850.
- The very first email promoting the seminar day, which was sent to just 150 prospects, generated 20 ticket sales.
- The networking events have so far generated 3 new leads, 2 of which has already been converted into a new client.
- The 2 new clients generated so far are worth £1,660 in annual turnover.
The advice we’ve received from Results Corporation has given us direction, motivation and a structured approach to our marketing and, most importantly, we have seen real results.
Craig & Pam Pullman from Totem Training said:
"The belief and passion displayed by Results Corporation is infectious. Their knowledge of marketing, all based on proven and tested results, has inspired us to set up a marketing system of co-ordinated strategies.
"The results we have seen in such a short time, with x new clients, gives us great motivation and optimism about the future."
This Marketing Case Study has been approved by Totem Training.