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Strategic positioning stressing The Marketing Challenge: How can a small company with an innovative service compete successfully with information age giants? In the new, but crowded world of electronic stock quotes and news services, DTN Wall Street competes with everyone from information giants such as Dow Jones to the on-line services such as Prodigy and America Online. Unlike the online services, which require a personal computer and charge you based on your hours using the system, DTN Wall Street is via a satellite or cable TV hookup. There’s a flat monthly rate. The company’s monthly rates are far less than the financial news heavyweights charge for their real time quote services. Yet, DTN Wall Street offers all the financial news and information that its competitors provide investors. The major psychological stumbling block is that the stock quotes are delayed 15 minutes. The Creative Solution: DTN Wall Street called on the direct marketing specialists at CDMG to create a direct response campaign for both print and electronic media. While the campaign stresses DTN Wall Street offers more than 60 screens of information, is simple and easy to use — and employs lots of testimonials from satisfied customers— the core message is “savings.” DTN Wall Street is presented as the service that allows subscribers access to virtually the same time-sensitive financial information that professionals use at fraction of normal cost.
The Results: As direct marketing specialists, CDMG carefully monitors the results of all DTN Wall Street’s advertising. Tracking results is especially critical considering the high prices for desirable TV time. A commercial has to generate tremendous response to be cost effective. The first commercials CDMG produced for DTN Wall Street created such response, the agency was asked to produce more spots and begin extensive testing. Over 20 successful 60-and 30-second TV commercials for DTN Wall Street have been produced. With a strong value message, one of the most productive spots carries the title “Saving Money.” It is a simple, straightforward presentation of the savings gained with DTN Wall Street. “Saving Money” and other commercials for DTN Wall Street that stress “value” generate far more leads, reducing the average cost per lead by 250% when compared with commercials that stray from clearly presenting the cost savings and low monthly rate. DTN Wall Street VP and General Manager Charles R. Wood notes “CDMG has made a tremendous difference in our direct marketing success.” Wood went on to write Craig Huey, CDMG’s President: “With your direction, creative expertise and full service...you’ve taken us to the next level of marketing which is helping DTN grow and grow.”
Call Craig Huey at Creative Direct Marketing Group NOW and ask him to show you how CDMG can help you increase your response and your profits. There is no cost or obligation for your first consultation.
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