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Spiking Sales by 120% while Reducing Costs
January 08, 2013
We applied a tactic more often used in the online world to deliver strong results with a print campaign.
an audiovisual equipment manufacturer
Driving phone response to order units while reducing print media investment costs
solution + execution
To help reduce costs but maximize exposure, we employed a tactic often used in digital advertising. We bought remnant ad inventory from a targeted selection of magazines and newspapers in Latin America, selecting a variety of sections for placement and employing a range of ad formats to ensure flexibility upon implementation.
Each advertisement used a different phone number, which in turn allowed us to track results and optimize the campaign depending on which publications, formats, etc. delivered the best response.
Calls increased by 70%, unit sales went up by 120% and cost per insertion decreased by 30%.