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Case Studies: 1420 and counting...

Case Study #CS23062:

National Retail Chain Asks Franchise Owners to Test Local Email Newsletters -- 3 Success Stories

Summary: Although Wild Birds Unlimited's corporate headquarters had been
publishing an email newsletter with some success since 1996, when
Director of Communications Marty Bird tried to interest the
Company's 292 local franchise owners in doing their own
newsletters, he did not have much luck at first.

(We will bet a lot of marketing consultants and ad agencies have the
same problem with their clients.)

This Case Study details the methods Bird used to convert franchise
owners into email publishers. Three brief success stories on the
local level, and samples of the letters are also included. continue...
Posted: Aug 15, 2002
Case Study #CS23056:

4 Ways SFGate Sells More Local Online Ads (Without a Sales Team)

Summary: After the dot-com world imploded last year, SFGate's Bob Cauthorn had to lay off his ad sales staff … but keep on selling ads at the same rate.

Guess what? He managed. In fact this month SFGate's online ad sales matched the site's sales at the height of the boom. See this Case Study to learn about the four specific online ad offerings Cauthorn invented to turn sales around. continue...
Posted: Aug 14, 2002
Case Study #CS23052:

Mix Direct Mail + Web to Get More Trade Show Booth Visitors

Summary: Almost every B2B marketer has been in this same situation: it is one week before the big trade show where you plan to have a booth, and at the last minute the show organizers send you a mailing list of pre-registered attendees.
What can you do with that list quickly and cheaply to maximize your booth's effectiveness?
Software marketing expert Margaret Herndon decided to run a quick test. She sent a "visit-our-booth-to-win-a-Palm" offer to 50% of a list, and a "visit-our-Web-site-first" offer to the other 50%.
Want to know which half produced more sales leads? continue...
Posted: Aug 13, 2002
Case Study #CS23055:

Do Co-Branded Sites with Partners Really Work? Discovers Some Hard Truths

Summary: It seemed like the ultimate no-brainer marketing deal. Outward
Bound instructors were going to give all their students a list of
equipment required for a course, plus a link to the official
Outward Bound online store to purchase it at. Which would be
powered by outdoor "gear" eretailer

Why did it not generate killer sales? CEO Mike
Morford has some theories, plus tips for other retailers who want
to try online partnerships.

This Case Study also includes interesting demographic notes on how
the outdoorsy/sportsy crowd is taking over America's wealthier
crowd. continue...
Posted: Aug 08, 2002
Case Study #CS23050:

How to Sell Ads and Subscriptions to a Web Site at the Same Time -- The Story of DiversityInc

Summary: Everybody has been talking about the subscription-based Web site
business model like it exists in a vacuum. Do you really
have to choose between ad sales and subscriptions?

Here is the story of a site that chose both. Yes, it is

Note: This Case Study is *packed* with info, including how to sell
group subscriptions versus marketing single subs. It runs 7 pages
long when printed. We advise you to save your eyes and do just
that: Print it out before reading. (This may be against our best
interests as publishers hoping you will click a link on our site, but
whatever.) continue...
Posted: Aug 07, 2002
Case Study #CS23047:

Can Adding Instant Messaging Improve Your Site's Profits? One B-to-B Site's Story

Summary: Two weeks ago Forbes reported that an online shopper who uses the "Live Chat" feature on is 20% more likely to make a purchase than a customer who does not. We wondered, is this true for other sites, or not?

Our new Case Study features results from two different B2B marketers who have tested adding instant messaging to their sites. It also presents the business case for excellence in customer service. Trying harder equals profits.

Plus, if you have a yen for a David vs. Goliath story, as in Web entrepreneur trounces big public companies. You will like this one. continue...
Posted: Aug 06, 2002
Case Study #CS23044:

5 Clever Tactics CMP's TechWeb Uses to Keep Online Ad Sales High

Summary: We can all name more than a few Web sites and magazines that have gone under since the high tech world cut advertising budgets dramatically last year. Mike Grover Director of Marketing CMP's TechWeb Network had to invent ways to keep ad sales strong, despite the economy.

Grovers started by studying what types of online ads media buyers are still interested in, and what the most effective ways are to market them. continue...
Posted: Jul 30, 2002
Case Study #CS23043:

Viral Marketing Danger: Online Survey to Gather Sales Leads Gets Out of Control

Summary: It seemed like a good idea at the time, when Stephen Axel, VP Global Marketing Aladdin Knowledge Systems, got the free use of a trade magazine's postal mailing list, he sent out a brightly colored mailer designed to drive recipients to an online survey with a gift offer. He hoped it would generate a couple of hundred sales leads.

Then the campaign spun out of control when someone posted a link to the survey on 25 public Web sites. Suddenly Axel had more than 15,000 survey respondents on his hands demanding complimentary t-shirts and Amazon gift certificates. Hear how he and his webmaster sprang into action to save the day. Plus, what his sales reps thought of the extra leads. continue...
Posted: Jul 30, 2002
Case Study #CS23039:

How Grainger Gets 12% of Its $4.8 Billion Sales Online

Summary: Fortune 500 W.W. Grainger (NYSE: GWW) the 75-year old supplies distributor to over a million business customers, is now making 12% of total sales online. How? We cross-examined Grainger's eBusiness Marketing Director to find out. Turns out over the past year Grainger's online team have made a lot of changes that every online marketer, no matter what size company you work for, could learn from. If your site has a registration form, or you send email newsletters, or you are considering adding cool tools to your site, definitely read this Case Study. Also includes fascinating brand marketing info explaining why Grainger's Web team removed the photo of their catalog from the home page in favor of a photo of their box. continue...
Posted: Jul 24, 2002
Case Study #CS23036:

Hundreds of Ford Thunderbird Fans Join New Membership Site

Summary: Internet entrepreneur Al Walentis wanted to share his excitement about Ford's new retro Thunderbird cars with other enthusiasts, so he started a subscription Web site. Even before the site officially launched, fans were trying to buy memberships. This Case Study includes useful notes on the six key types of content Walentis put in his site to make it appealing (and which two types are visitors' favorites.) continue...
Posted: Jul 23, 2002

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