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sunrise “As a small business owner with two locations, 1100 miles apart, it was difficult to decide where my creative resources should be located, either in New York or south Florida. Because I travel to and from both offices, I got the best of both with Advantage: Zach Rebackoff, their president, is a native New Yorker… and his office was in Florida, not to mention Zach had quick and inexpensive accessibility to NY, if need be. My decision to go with Advantage paid immediate dividends, as their creative diversity was more than what I had expected. Once they analyzed my current marketing program and website, at no charge, they suggested several modifications which increased sales immediately. The revised website was identified by my client base as much more user-friendly, and the design more attractive to the eye. Additionally, although other so called “web professionals” had told me they had optimized the site for more search-engine hits, Advantage truly did optimize the site, revamping the key words and phrases; the modifications proved an increase in weekly hits of almost 70% and the most important development of click-through hits of almost 42%. Finally, Advantage suggested that we use various boiler-plate ads that could be submitted quickly to prospective clients. In addition to our systematic sales approach of describing various applications with our products, and how they would fit into prospects’ sales cycle (or worse, leave it to their imagination), we simply modified the various boiler-plate ads to fit the prospect’s business, which converted to sales and their appreciation of our investment in their business before we even had a deal. Smart, very smart.” ---Steve Kessler, President pdca Meeting Zach Rebackoff (simply by chance by the way) has provided our organization a very much needed sounding board and fresh ideas, which converted into an immediate impact. The PDCA (Painters & Decorators Contractors of America) is a non-profit organization with over 3500 member organizations, nationwide. Our mission is to attract contractor members and advise them on the most effective way of increasing their profits through a more professional approach, while also offering a variety of training in their specific fields. Attracting membership is a constant for almost all organizations; however we were relatively happy with our annual membership numbers. What needed a visit was our renewal rate. Once I conveyed this message to Mr. Rebackoff he suggested an intriguing incentive that turned out to be a homerun. Talk about an Advantage! Rebackoff called on his resources to provide us with cost-effective travel rewards (3 day/ 2 night hotel stays in over 28 destinations around the country). He also designed a very catchy and colorful insert for our direct mail initiative that made sense to us… and more importantly, it made sense to our members. We started out by mailing 900 renewal letters, with the inserts, in October, 2007. The letter advised members that if they renewed within 30 days of their receipt, they would receive a free vacation! It worked, much better than we had expected. We received 210 renewals in November, for a very satisfying 23% conversion rate. That of course did not include those who renewed after the deadline (we are still receiving a flow of renewals from that same mailing). Needless to say, we will be offering the travel incentive each quarter. Excellent idea and very, very cost effective. --Ian Horen |
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