Welcome to Audience of One

Results! Results! Results! These vignettes are samples of common marketing needs people have had and how they have been addressed. Please scroll down this page and you'll soon realise that the information will give you valuable insights into making your own decisions about similar issues you face in your organisation.

Positioning, branding and key messaging: Veracor, a North American plywood manufacturer who had based its facilities in China wanted to be perceived for their quality of products and service as opposed to just another purveyor of ‘cheap overseas imports’.

A significant number of other importers were filling the US market and clients perceived these products as low quality, difficult to work with timber.

Veracor needed to convince its buyers in the US market that its range of products was far better than its competitors. How did it address the problematic stigma attached to these products? How would it get its foot in the door, so to speak, with its large prospective wholesaler redistributors?

We conducted a study of Veracor’s Core Benefits – its value proposition to the marketplace, including:

Interviews with its key clients
Redistribution channels
Competitor key messages and product marketing material
Cost effective tactics for reaching the redistribution channel

The result was a comprehensive redistributor’s strategy, which took into account the role of redistributors, appropriate key messaging, and the proper branding and associated information required between Veracor and its redistributors. The client was thrilled that the resulting website, marketing materials and tactics attracted and engaged the right attention from the right target audience. People understand straight away what Veracor is communicating in terms of its product quality and service support. Clients and prospects alike appreciate the brochures produced for their perspective – that is they contain the information they seek when going through the buying process.

Lead generation letters to cold prospects: A mid-sized, Sydney-based label manufacturer wanted to get more prospects into its sales funnel in a consistent manner.

There's always another way to what you think has already been tried

Facing price competition from offshore and local competitors, this market player wanted to get across their solutions-based approach to helping clients achieve cost effective label supplies and to lift their game above the perception of mere ‘order takers.’
A 20% response rate was achieved.

How would they communicate their value to prospects? How would they reactivate dormant clients? How would current clients perceive them? What could they possibly do?

We developed a series of sales letters utilising a strategy of what we call ‘Sampling™’ to help build credibility with all three target audiences, including:

Interviews with its key clients to establish clients’ Core Benefit Statement
Crafting the client's own Guide to Cost-Effective Label Design
Crafting a monthly series of two letters with phone call follow-up

The result was a powerful 20% response rate using only letters produced in-house and mail-merged in MS Word. We offered the Guide to prospects, clients and dormant clients. The 20% response rate was from cold prospects alone. The Client achieved correct positioning into accounts that had never heard of them before and prepared the foundation for this system to be rolled out month-in, month-out. Once again, from a series of two letters, people understand with precision what the client has to offer; when and why the client is to be called in for their label requirements; and this powerfully assists the four sales reps to ‘top up their funnel’ with qualified prospects they can nurture through the decision-making process into quality prospects and clients.

A small financial planning service company needed a ‘corporate brochure’: We gathered testimonials, developed their positioning statement, key messages and created an attractive and informative brochure for both prospective and current clients, alike.

Banning Financial Services is a small Sydney based financial planning group of less than 10 staff.
They required a brochure that positioned them ahead of their competitors, that told their story as well as that of their profession. Their target audience are people who want to make the most of their funds so that they can live better now and in retirement.

Working with us and the designer, BFS and Audience of One developed their Core Benefit Statement to elevate them above the status of mere "financial solutions providers," as all the others say... We 'packaged up' their process, testimonials, and services into a very smart, professional and to-the-point A5-sized Corporate Brochure. The brochure answers first and foremost the questions in all prospects' minds . . ."Why you?" and "What's in it for me?"

The results have been very positive and BFS stands way above its counterparts in terms of conveying the right message to the right people.

We engaged the services of Audience of One to obtain client testimonials for our Corporate Brochure and to assist us with the content of the brochure. Our clients found Alan easy to talk to and a great result was obtained. Alan went to a lot of effort to research our industry to maximise our result.
Thanks Alan.

Craig Banning, CEO, Banning Financial Services

Lead generation mailer using personalised variable data printing: The response rate increased by a factor of 20 compared to their previous same-to-all mailer, yet only half as many pieces were mailed. An award winning example of how a company uses this affordable technology to get results.

The power of personalised attention and treating your prospects as an audience of one

A workforce development solutions company provides organisational development and training services including leadership and management development. Their target audience are human resources managers.

They had previously received very low response rates to a same-to-all lead generation mailer. This time they sought to try out digital variable data printing and produced a colour personalised direct mail piece, which was designed to catch the attention of its audience.

How? The direct mail piece was a self-mailer personalised on the front with the recipient’s name and company name. The inside of the mailer was also personalised with the recipient’s name and company and contained a business reply card with name and address fields already populated.

The response rate was a staggering 20 times greater than what had been previously achieved using traditional print mailers.

Email newsletter strategy that attracts clients: A small supply chain consultancy needed to get in front of decision makers with valuable information to keep top-of-mind presence with prospects and clients.

This firm has 4 full time staff and consults to larger corporations.

They didn't want to produce yet another newsletter like everybody else - they needed something that would be appreciated by their target audience who are senior warehouse, supply chain and logistics executives.

They now have a tool that is appreciated by their target audiences and positively commented on for its value; value that their clients say their expensive corporate serving PR or marketing firms don't deliver on . . .

How does a small business like this show the big boys how it's done? Why is it so valuable and sought after? How do they use a mere e-newsletter, of which there are plenty of out there, to generate leads, build familiarity and trust with their audience?

We developed a concise template of just the right number of stories and approach to content that would be appealing to their audience. Language is written as though their targets were sitting in front of them, conversational style. Our recommended email tool is used to track who reads what and who downloaded what. A simple script was developed for them to use as when they "follow up" with people.

The results after their first two were great - many positive comments were received from people they needed to impress. As a result too, new business meetings are being generated based on the system of follow-ups we designed with them. The client now has a cost-effective and successful system for positioning and lead generation, which they use every month as part of their key marketing activities.

Marketing support helps win Marketing Award: Large multinational financial services organisation, AMP revamped its website in 1999 – Alan headed the team that prepared its entry in the Australian Marketing Institute's (AMI) Australian Marketing Excellence Awards and won the NSW and national awards. The submission was based on the strategy of the 5C’s of online strategic marketing communications: Content, Context, Continuity, Community and Change.

Marketing support helps not-for-profit industry association with membership acquisition, retention and events programs. We're building their affordable communications strategy across all levels of membership and sponsors; their programs for events; and designing the themes and value propositions for the different entities. The CEO is gaining great peace of mind knowing that he is in control through our regular work-in-progress meetings, and that members are commenting directly to him about the great increase in the value and general activity of the association.

Branding and positioning online: Australian Marketing Institute (AMI) sought to change its website look and feel to better reflect its professionalism and to establish a brand style guideline.

Alan Sarkissian, Audience of One’s Grand Poo-Baa, as a former Director and National Chair of the AMI, and NSW President, headed up the internal team that revamped the website to what it is today.

The website addresses the needs of its target audience groups and a positioning statement and brand guidelines were developed that reflected this across students, graduates and senior marketing professionals.

Well, you've read who we work with, how we work with them and what kind of situations and results they get from working with our methodologies and thinking. Now, take a look at our backgrounds and the faces behind Audience of One in the About Us section.

IS THIS FOR YOU?
Who are our services designed for?
What needs do you relate to?

INTERACTIVE DEMO OF USING PERSONALISATION
People are getting dramatic response rates using highly targeted, personalised print and web communication campaigns.
How does personalisation in marketing communications work?
Click and read through this insightful interactive demo.

HOW WE WORK
What's the most effective approach to marketing?
Why?
How do we work with you?
What kind of outcomes can I expect?