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Case Studies: Financial Services

Challenge

This regionally based financial services company enjoyed a long history and strong brand equity on the East Coast.

Although sales continued to be strong in their home market, the opportunity to increase sales exponentially at an affordable cost per sale was constrained. Due to the cost of advertising.

They needed to increase leads and sales substantially while at the same time driving down the cost per lead (CPL) by taking advantage of lower cost media markets.

Trainor was asked to:

  • Develop a strategy and plan to achieve the objectives
  • Market test the strategy and rollout nationally if successful
  • Implement and manage the plan
  • Build national brand awareness
  1. Challenge:

    Build brand awareness, increase leads and sales, and lower cost per lead (CPL).

  2. Approach:

    Take the brand national.

  3. Recommendations:

    Use direct response television (DRTV) to both build a national brand and simultaneously drive calls and leads.

  4. Results:
    • 72% increase in leads
    • 139% increase in sales
    • 58.3% decrease in cost per lead (CPL)
    • National brand awareness created in all 50 states as represented by calls and new accounts