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Case Studies: 1315 and counting...

Case Study #CS22788:

How to Land New PR Clients

Summary: If you're in PR you know that 2001 has been a rotten year for new client development for almost everyone.

Agencies of all sizes are laying people off, lowering prices, and scrambling to keep clients.  Learn how one boutique agency is growing (and stealing clients from the big boys) despite it all. continue...
Posted: Sep 20, 2001
Case Study #CS22786:

Marketing Secrets of a Profitable, Multimillion Dollar eretailer You Probably Never Heard of

Summary: Some mainstream marketers don't take DRTV (direct response television) advertisers very seriously, because infomercials and QVC plugs can seem kind of chintzy compared to a glamorous Madison Avenue branding campaign.

But, at $2 billion a year, the DRTV industry is bigger than you may think. Plus DRTV marketers are very, very good at measuring results and learning exactly what works and what doesn't, because they don't have the luxury of big branding budgets -- every single dollar they spend has to make a profit. This Case Study reveals what you can learn from the #1 best of them online.  It's a must-read for everyone marketing to consumers online (ESPECIALLY the banner test results!!!) continue...
Posted: Sep 20, 2001
Case Study #CS22782:

Variety.com Almost Triples Ad Sales While Growing Paid Online Subscribers

Summary: This Case study falls under the heading of "kids don't try this at home" because mixing the ad sales and subscriber-only content business models online is something that only a very few, exceptionally well branded and positioned publications can manage. Also, unless you have fresh, must-read, editorial on a daily basis, or an unusually strong direct marketer on staff, free trials are also risky. That said, enjoy! (What could be more fun than the entertainment biz daily?) continue...
Posted: Sep 19, 2001
Case Study #CS21338:

Honda Motor Europe Reaches Millions with a Viral, Rich Media Email Campaign

Summary: In this classic viral marketing Case Study, hear how Honda popped a video online, sent 500 (yes only 500) people emails about it, and then sat back and watched tens of thousands visit its site. (Warning kids: do not try this at home without adult supervision.) continue...
Posted: Sep 08, 2001
Case Study #CS22773:

ProposalKit.com Grows Online Sales 50% by Revising its Landing Page Design

Summary: Learn how ProposalKit.com grew sales by 50% after completely redesigning the landing page that visitors click through to. continue...
Posted: Sep 04, 2001
Case Study #CS22766:

Seattle Lab Raises Sales 44% by Email Marketing to IT Professionals

Summary: Like many high tech firms, Seattle Lab used to be run by engineers. Which meant that the Lab's marketing was pretty much non-existent. Still they did all right because they developed quality software products, and had a solid in-house sales team of five hard-working reps. But you can only grow so far without solid marketing behind you. So they hired direct response marketer, Heather Fairchild.

In less than nine months she's revamped their marketing database, launched a customer communication email program, tested dozens of email rental lists, and made Seattle Lab's resellers very, very happy. This is a great Case Study if you are looking for ideas to steal that are cost-effective and responsible about ROI. continue...
Posted: Aug 21, 2001
Case Study #CS22765:

Agency Gets New Accounts More Quickly with Personalized Online Presentations

Summary: If you support sales reps in the field for any type of product or service, you'll definitely want to read this quick Case Study. Raeann Van Arsdall, Account Exec for Oregon-based Edge design advertising, needed a way to close new client sales more effectively and quickly. She used to do the regular business development thing -- getting an initial face-to-face meeting, and then having her design team put together a presentation CD ROM or printed portfolio relating to that sales lead's interests. Then she'd have it messengered over and follow-up by phone or email a week or two later. Then an in-house engineer helped her invent a much better way to follow-up on personal sales calls. continue...
Posted: Aug 20, 2001
Case Study #CS22759:

eDiets Profitably Sells Millions of $65 Diet Counseling Subscriptions Online

Summary: Learn how eDiets became the most successful -- and profitable -- subscription site selling dieting advice online.
(Note: Marketer Caporale's banner advertising lessons are definitely worth checking out.) continue...
Posted: Aug 17, 2001
Case Study #CS22756:

NASA Tests Internet Marketing to Gather Business Partnership Leads

Summary: If you construct Web landing pages to gather sales leads from marketing campaigns, you definitely want to read this Case Study. NASA's Director of Marketing Michael Weingarten has learned things from his lead generation campaign that could affect everyone -- no matter what you are marketing. His goal was to get hundreds of US companies to volunteer for product development partnerships that could cost (and ultimately make) them millions. To do that he collected leads from a special Web site using three different tactics. 

Click below to learn what they were, and which tactic did the best  (Guess what? The winner wasn't the free offer!). continue...
Posted: Aug 14, 2001
Case Study #CS22754:

How MarthaStewart.com Grows Product Sales with Online Community

Summary: Everyone knows female Web surfers love community. It's genetic. Women are far more likely than men to enjoy writing, sharing information and reaching out a helping hand. Sites with predominantly female traffic have taken advantage of this from day one of the Web.

But once you have lots of women (and ok, unusually communicative men) visiting your site's community section, how exactly do you make money from it? 

Hear how marketers at MarthaStewart.com maximize sales from their site's community area. continue...
Posted: Aug 10, 2001

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