Trikke Technologies, Inc. elected in early 2008 to reinvigorate their TV Direct Response campaign for the Trikke fun and fitness three wheel vehicle. Slowed by inventory challenges and sales results below expectations from their previous Media Placement Agency, Trikke contracted with Competitive Edge to increase sales.
THE PLAN
Competitive Edge got to work reviewing old infomercial results and conducted personal meetings with several key Trikke employees. Competitive Edge wanted to be sure that TV long form infomercials were the best marketing strategy for Trikke. Based on an observation that Trikke is a visual product that is hard to describe in words, TV remained the core focus. A three part plan was adopted to increase Trikke’s results:
Competitive Edge began to place media at various broadcast networks and selected National Cable Networks and slowly ramped up the media spend by adding buys on networks that were producing. Using the “Aggressive Rollout” media strategy that Competitive Edge is known for, media placement test buys began on broadcast and cable, and each week, the winners were expanded, new buys were added and unprofitable buys were cancelled, until the total weekly target budget was met.
As part of the campaign, Competitive Edge provides Trikke a report that shows both the overall results of the media campaign (including web sales) as well as the results of every single airing. Trikke provided Competitive Edge sample reports that they were preparing in house and Competitive Edge was able to provide an automated reporting platform that allows Trikke to review their results online as desired. Trikke provided Competitive Edge access to their web results and Competitive Edge provided Trikke reports that show the true Media Efficiency Ratio MER and CPO from the TV Campaign, including associated web sales.
As part of the media strategy, Competitive Edge is providing a series of Media Enhancements for the Trikke campaign, including:
Media Enhancement Program – Trikke is eligible to participate in a guaranteed media placement, where a fixed cost per order (CPO) is assigned for each sale and Trikke can increase their media budget with profitable sales.
TV Listings – Trikke’s infomercial is not listed as Paid programming in the electronic TV Listings services. The title and description encourage television “channel surfers” to stop and look at the program.
Email Blasts – As part of the media enhancement program, Trikke received a combination of free, CPO based and low cost CPM based email blasts to increase sales for the product in a new marketing channel.
Newspaper Article and Press Release Distribution – Competitive Edge arranged for product press releases to build consumer brand awareness and distributed a well received, professionally written newspaper article to several thousand newspapers in the United States, driving web and phone sales to enhance the overall campaign performance.
Complimentary Spot Airings – Competitive Edge created a complimentary 60 second spot for Trikke and arranged to have it aired free of charge to augment the sales results on Television.
Additionally, Competitive Edge worked with the inbound telemarketer to make changes to the inbound scripts and is providing Trikke input on the creation of a new infomercial and/or the need for new film footage to “freshen the show”.
RESULTS
Trikke’s MER has increase more than 20% from the previous media agency and Competitive Edge is providing timely reports and through the Media Enhancement Program, increased brand exposure and profitable sales.
SUMMARY
Competitive Edge is not your average media placement agency. As this case study shows, we offer our 100+ years of direct marketing experience to assist where needed in all aspects of our client’s business, to help maximize the value “we bring to the table”. From value added extras to working hands on with the telemarketing scripts to providing suggested changes to improve the website continuity, Competitive Edge strives to be a full marketing partner with our clients. There are many firms that can place media; few if any have the well rounded experience to help in all areas of the client’s business.
OVERVIEW
