Case Studies

Studio Prop Rentals

Client has a side business selling and renting vintage and custom bicycles to studios, ad agencies, theaters, and others in the entertainment industry for use as props.  At no cost other than time, I created first position visibility under google searches for key words and phrases related to bicycle rentals studio props, bicycle rentals theater, and so on with 10 cities around the client's business.  So studio bicycle rentals culver city as an example.

The same client has up to 100 of these bikes in stock at any given time, and we worked together to redecorate his store spotlighting the bikes.  We shot several videos of the new interior and uploaded these to YouTube, Veoh, DailyMotion and others, tagging them with key words that were designed to turn the retail space into a destination retail experience.

The client has had to add several employees to keep up with new business coming in the door.  This was all accomplished in under 90 days.  We identified unique niches and selling propositions, discovered no or low cost methods for communicating these to the target customer base and executed with provable results both in terms of internet exposure and increased traffic.

Rebranding of Consumer Product

Client purchased a company with 20% of the sales and 40% of the profits coming from a 26 year old brand with 95% market share.  For reasons unimportant to this case study the brand name was not able to be transferred.  My job was to rebrand the product, repackage, and capture at least 50% market share in 6 months.  Budget was $35,000 for potential sales of $350,000 at 50% share.  The budget was less than what was spent by the predecessor company for royalties related to the brand.  Budget did not include consulting fees of approximately $20,000.After researching available advertising methods, an elaborate guerilla strategy was implemented.  The goal was to create massive exposure at very low cost.

1.  Mail and e-mail list for the retailers was purchased

2.  One direct mail piece was sent to all retailers

3.  5 e-mail blasts were sent to all retailers explaining marketing efforts being made on their behalf to expose the new brand and send traffic into their stores

4.  Mass press releases were sent out through an industry source to all industry resources, including all retailers and wholesalers.

5.  Product differentiation was established by constantly pointing out that this was the old product in new packaging while the old brand was a new, untested product, in old packaging.  The new product was also provided with a strong guarantee.

6.  Internet banner ads were strategically placed in consumer forums.

7.  Ads were taken out in consumer mags that were selected based on regional success of the prior product.  Only one national ad was paid for.  Some ads were discounted through barter.

8.  In store promotional pieces were created that were outstanding retail sales aids on one side, and an advertisement for the new brand on the other side.  Over 100,000 of these were distributed by wholesale sales representatives to the 5000 retailers.

The goal of 50% market penetration within 6 months was substantially beaten as wholesalers and retailer appreciated all the effort by the new company.  The old brand was caught flat footed and actually complimented the new company on the campaign.

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