Case History: Actual Campaign Results
Emerson Brantley has conducted over six thousand direct response marketing campaigns across all media. These Case Histories represent a few examples from actual campaigns he conceived, wriote and conducted. Every campaign is unique, depending upon factors such as the market, pricing, copy and media. Many other examples of our campaigns are also available. (Where available the images below link to specific sites or Case History pages) Direct Mail   Investment Dinner (Letter) April 2006, Los Angeles Campaign, Cold lists Highly-targeted market was high net worth individuals with $1,000,000 investible assets, for direct investment in company projects. Objective of mailing was to register for a lunch or dinner potential investor presentation. The success led the company to create more such campaigns in more cities, raising millions in the process. Mailed: 10,000 Cost for mailing & telemarketing $10,990 Registrants: 54 Cost per registrant: $180.16 Conversions (Attendees): 40 Attendee conversion rate: 74.10% Cost per attendee: $274.75 Amount raised during campaign (new investment dollars raised): $1.2 million The same campaign was produced in several other cities throughout 2006.   40 high net worth prospects attended AmoroCorp's investor presentation at LA's City Club on Bunker Hill, all from a single mailing to a cold list. The Cash-Flow Generator (Letter) January 2000, CFG letter, cold lists Targeted to individuals who had ordered self-help, business-in-a-box types of courses from mail and print advertising. Mailed: 10,000 Cost for mailing: $9,160 Responses (sales): 265 Response rate: 2.65% Gross revenue (after mailing costs): $26,144 Net profit (after course costs): $18,174 A variety of Cash-Flow Generator mailings were used from 1996-2000. The Cash-Flow Generator campaign (including all media) was responsible for over 70% of all new customers for the company. Infomercial (TV)      The Cash Flow Generator (aka "The Home Business Journal" Show, January 1993 - Present) Recognition: Longest Running Lead-Generating Infomercial in History: January 1994–2007 After successful direct mail and early online test, first infomercial testing began in January 1994. Continued testing an improvements, creating two other variations of the show were created during 1996 and 1998. One of these was run head-to-head against a Guthy-Renker version and beat in response. The fourth version began in July 1998 and was rolled out in spring 1999 with a $50,000 per week media budget. The Cash-Flow Generator campaign created over 254,000 new leads, with average first year sales of $1952 per lead. Media cost: $50,000 per week Average weekly responses/sales: 1086 Media Earnings Ration 1.28:1 Average weekly revenue: $63,965 Weekly earnings over media cost: $14,965 When Russ Whitney acquired the assets of International Media Holdings in 2003, he continued to use the Cash-Flow Generator to promote his own Cash-Flow Generator Workshops around the country. In the company's 2003 10K annual report, they attributed $9.5 million in revenue, or 10% of their entire revenue from the front-end lead-generating Cash Flow Generator. The show continues to be used today.   John & Greg Rice, The World's Smallest Twins, hosted the Cash Flow Generator show from 1998 to today. (John Rice passed away in 2005, but the show still features both) View the Cash flow Generator Intro (the "Home Business Journal") (5.7 meg)         Email     Independently-Monitored Natonal Email Test March 2001 Recognition: “What Works” Business 2.0 magazine Independent audited results After creating an online ezine for Millionaire (later Opulence) magazine, Emerson initiated this test to drive traffic to the site and increase advertisers' traffic and sales. Respondents were asked to subscribe to the online ezine, and to optionally give substantial shopping and preference information. When the program was begun, the magazine had fewer than 1200 online emails in their database. This initial test alone increased their database 251%. Opt-In Emails: 60,000, cold list Click through rate:14% Click throughs: 8400 unique visitors Conversion rate:41.55% Conversion to signup: 3086 new subscribers 80% provided key personal data for the database The follow-up campaign generated an additional 3.8% click-throughs, creating 20,000 repeat visits within first month for a variety of client offers. As a result of the response rates and new business generated, all 35 advertisers continued to renew their contracts for Luxury Life Digest (Millionaire/Opulence Online) at an average revenue of $3,000 per month per advertiser.     Millionaire/ Opulence Magazine Visit LuxuryLifeDigest (note, this is an archived site and many links may be broken) Read Entire Business 2.0 Report Radio     National Credit-Investor Radio Campaign & XM Satellite Show February 19-April 2, 2007 The target market of this test for City Capital Corporation (CTCC) was individuals with a high credit score of 680 or above & $60,000 household income, interested in purchasing investment homes. Each investor home averaged $15,000 net profit to company; each investor could do up to 6 per year (average client purchased 2.2 houses). The desire was to create a profitable broadcast campaign the company could run nationwide. Special attention was paid to the demographics in each market, as well as the coverage (and the costs of airtime!) Airtime for 6 weeks test: $30,000 ($5,000 per week) Responses (pre-qualified by telemarketing): 451 Cost per pre-qualified lead: $66.52 Conversions to completed, approved credit files within first 30 days after completion of test: 48 Conversion rate: 10.6% Initial cost per conversion: $627.55 per sale, or 4.2% of revenues (based on a single purchase) After these results were tallied, the company began a rollout to more cities. Emerson began more intense sales training, increasing conversion rates through the summer. The company sold the program as a profitable asset in the Fall of 2007, along with other real estate assets in the wake of the subprime lending issues in the market. Listen to one of the two dozen spots tested during the Credit-Investor radio campaign (2.3 meg) Another Credit-Investor spot recorded by national host Erich "Mancow" Muller (1.5 meg)   Using the same basic script, we created a TV spot to fill company investor events around the country, this one for Anchorage. (5 meg) << Back to Case Histories Page