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Jun 14, 2000
Case Study

Payment Please: Using Fax Advertising to Drive New Small Biz Customers to a Web Site

SUMMARY: No summary available.

Payment Please is an Australian based, low-cost, technology-based debt collection firm. It enables businesses to collect overdue accounts for a one-off fixed fee of $20 -- rather than paying commissions (typically 10%) to traditional debt collectors. Clients can manage their accounts and access all of the Company’s services online at the Payment Please Web site.


The Company’s most successful media buys are broadcast fax, followed by metropolitan weekend newspapers and business magazines. Recipients may respond by phone, fax or online at the company Web site.


Interestingly enough, Payment Please has found their $29 offer significantly outpulls a free offer! Payment Please currently faxes about 2,000 small biz owners a week. A 3% of the recipients request a "Please Collect" form ($9/response). And 40% of them use it within three weeks. The campaign is revenue positive at that time.


It costs 24c to transmit each facsimile and about $1,500 to purchase a CD containing about 370,000 fax numbers. Justin Roff-Marsh Advertising charged Payment Please $1,200 for the fax creative (three variations).


To retain small biz customers, Payment Please runs a free email newsletter on debt collection issues.
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