case studies
“without promotion something terrible happens. Nothing.”
P. T, Barnum
CASE STUDY 1: INSTITUTIONAL LOAN PROGRAM (ILP)
Back in 1997, there was an underutilized program developed by Kawai Pianos referred to as the Institutional Loan Program.
Within this program, a contractural arrangement is made between a dealer and a specific institution, usually a college or university music department. This arrangement is overseen and approved by the manufacturer, in this case, Kawai. When the manufacturer introduced the basic concept I fine tuned it and we decided to risk a full multi-media promotion around the recent arrangement recently made with Calvin College Music Department in Grand Rapids. The promotional plan included newspaper advertising, :30 radio spots, and a direct mail letter to an alumni list negotiated we could receive for promotion.
RESULTS: This first promotion was very successful, with over 35 pianos being sold within one day. It was repeated every year during the third week in August for 6 more years – just before the start of the new academic year.
CASE STUDY 2: ILP CONCEPT CONTINUED
With the success of the initial Institutional Loan Program Kawai inquired if I would be willing to attempt the same promotional plan for the Music Department at Wayne State University near Detroit. After meeting with the music department I was provided an expanded mailing list of alumni and staff numbering about 15,000 names. Again there was risk involved as mailing costs for actual letters accounted for the largest portion of the promotional budget. But print advertising in numerous newspapers and area print publications was also included as well as short schedules in targeted radio stations.
RESULTS: On the morning of the sale I decided to drive over two hours to Detroit to see how the day was progressing. As I approached the entry there was a line of people waiting to get in. They actually had to have a person at the door to let only so many people in at a time. The final tally of sold instruments? 103.
Through the initial successes of these two programs, I received requests from other dealers to help set up their own Institutional Loan Program marketing. With future programs, I began adding Google Ad campaigns into the mix. Other institutions I researched campaigns for or created specific media for: The Pittsburgh Opera, Michigan State University College of Music, New York Lincoln Center, West Virginia University, Tyler Junior College, Grand Rapids Junior College, and others.
CASE STUDY 3: KMR ROOFING
In 2010 I noticed a small team of roofers putting a new roof on a house 2 doors down from my private residence. Having some experience in the trade I commented to somebody, who turned out to be the owner, that I was impressed by the job they were doing. I noted that I had never heard of KMR Roofing and we discussed how he was marketing his roofing business. Ken, the owner, noted they were relying mostly on yellow pages and word of mouth but his calls were sporadic at best. I suggested varying methods of increasing his visibility and noted he at least should have his own website. After gathering the info and a lot of sample photos I had the new site developed in two weeks,
RESULTS: Less than three months later the owner called m and was wondering if there was any way to turn the website “off”. He was getting inundated with inquiries and could barely keep up with his single crew. I found it humorous but impressed upon him how a consistent web presence was critical for business growth and that he should resolve his work crunch by putting together a second crew. Years later KMR roofing is a very successful roofing company home based in West Michigan. They have developed specific systems for the removal of old roofs and now have a fleet of select vehicles to get the job done.
CASE STUDY 4: BUSINESS START-UP- HANDY MIKE SAN DIEGO
A friend was becoming more and more frustrated when he couldn’t hold a job for more than a couple of months. Being aware of his capabilities in home improvement I suggested he could be his boss. I reviewed no low-cost methods to gain exposure on social media platforms. Then I developed a brand identity for him and applied it to business cards, flyers, and magnetic signs for his car doors. Finally, so users would have a place online to reference for him I created a website- HandyMikeSD.com I recently suggested and placed an order for door hangers. so that when he’s in a neighborhood he can let neighbors know he’s there.
RESULTS: After about two months he started getting a variety of jobs and has had to hire extra help to keep up. Mike is currently looking for a new truck to handle his increasing workload.
Wolfmark catapulted my handyman business “Handy Mike of San Diego into a whole other tax bracket. Seriously without the creative genius behind Wolfmark, I would have had to close the doors and go back to working apartment maintenance. Instead of that, I am the owner of a successful business in San Diego. If you are a small business owner Wolfmark is a must! It’s the best investment you can make for the future of your business.
