Case Study 1:  Low cost leads for multiple product line company

OVERVIEW
Faced with consumers’ changing media preferences, a travel industry client wanted to determine the effectiveness of their print yellow pages program to generate low cost, quality sales leads and a positive ROI for their multiple product lines.     

ACTION
GDMI developed a testing strategy with the client to determine performance of their current program.  Dedicated test phone lines were used for advertising under multiple headings, and call volume and caller ID data was collected on a regular basis.

RESULTS
The testing data provided both quantitative and qualitative research results, as we determined both the number of calls and identified who was calling.  The results confirmed that the current advertising strategy was effective at generating low cost leads, with results ranging from only $2/lead to $16/lead for a more competitive heading.   In addition, these results are before Internet leads are considered, as research shows a high percentage of consumers go directly to a company’s website.  Overall, the testing provided the client with great insight into the value of their advertising program and provided confidence in their investment in the medium.

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