How does it work?
Success is built on a knowledge base of what worked -
and what didn't.
Case Studies: Order Generation
Warehouse Superstore Membership
Direct response techniques provide invaluable tools for generating sales, no matter what the price point. One can generate significant direct sales of everything from trading cards and newspaper subscriptions to luxury cruises and executive conferences.
Client
I helped a warehouse superstore develop an order generation strategy that attracted a strong base of paid small business members even before construction was completed on the actual store.
Challenge
In addition to the fact that the bricks-and-mortar store was still under construction, the store was to be the first of its kind (i.e. a big-box store that requires paid membership) in the geographic region being targeted.
Solution
Targeting small businesses, the designer and I created a direct mail package that reflected the look and feel of a store that offered high-quality merchandise at warehouse prices: we used only two ink colors printed on light-brown paper made to resemble low-cost kraft paper.
To overcome any resistance to purchasing a $30 membership to an unknown store, the copy prominently featured a money-back guarantee.
Result
Paid memberships exceeded expectations and allowed the warehouse superstore to thrive once it opened its doors for business.