Case Studies2020-10-09T13:32:47+11:00

Our clients span a huge range of industries. These are a small selection of success stories

Michael Gable owns Stock Broking firm - Fairmont Equities in Sydney

Michael Gable manages equities portfolios for Australian Investors.  We have been working together since mid 2015 and continue to do so.

Michael wanted to grow his client base in Australia.  Clients are a mix of individual and wholesale investors who have a minimum of $250,000 to invest using equites as a vehicle for growth.

Michael’s approach when recommending trades is different to most share stock traders as he combines both fundamental and technical analysis which gets better results for his clients.

His challenge was getting that message out to attract and convert more good quality business.

Over the years we’ve undertaken a number of major and minor initiatives, including:

  • New Website - FairmontEquities.com

    We completely redesigned and built a new website designed to attract leads through the use of white papers, videos, articles and example trades.  Leads are captured and automatically entered into the CRM for ongoing communication.

  • Marketing Automation

    We implemented Ontraport, a sophisticated CRM to manage leads, clients, take payments and run marketing automation.

    Leads come in via Facebook and other sources and are automatically added to various campaigns which filter and qualify them, moving them down the sales funnel until a percentage become clients.

  • Marketing Collateral

    We’ve created a number of White Papers and other marketing collateral used as lead magnets.  We also created a series of videos explaining Michael’s services.

  • Advertising

    The majority of Michael’s leads come via Facebook.  We set up and ran his Facebook campaigns.  Facebook leads now directly populate Ontraport with incoming leads.

  • Ongoing Business Advice

    Our role is to mentor/coach Michael as he grows his business.  As a result Michael’s business has steadily grown over the years, regardless of external economic circumstances.

John Walker of RetireInvest Circular Quay is a Certified Financial Planner in Sydney. 

Financial planning is a very broad field.

We realised John had significant specialised knowledge in the Aged Care field.  And as Australia has an ageing population, a significant proportion who’ll eventually need some form of aged care, we decided to position John as an expert specialist in this area.

Our marketing and sales strategy focused on building up partner relationships with organisations including Uniting Care Australia and Probus Clubs (retired business owners).

We created marketing collateral including a new website, White Paper and Case Studies detailing some of the issues that could be faced, and how John could help navigate and project manage the process. We implemented a new website as well as newsletters to keep in regular contact with his audience.

This marketing collateral forms the basis of John’s lead generation system and is given to prospective clients, referral sources (so they can give it away), listed on his website, handed out at seminars etc.

John and now his son Chris Walker continue to build their business on these solid foundations.

John Corrigan - Group 8 Education

John Corrigan of Group 8 Education is very experienced leadership coach passionate about improving student learning outcomes in the Australian Education System.

Between developing a comprehensive leadership programme and delivering  pilot programmes to early adopters, John knew he needed a marketing and sales system which would bring in a steady stream of clients.  But had neither the expertise or time to do so.

Objectives

John wanted to expand the reach of his programmes and extend them to independent schools around Australia in the first instance.  Then take it into the State Education system.

He knew that outsourcing his marketing was a necessary step in his growth.  Implementing an automated lead generation and prospect nurturing system would provide him with the leverage he needed to achieve better results for schools and his business.   Although an excellent coach, marketing and sales weren’t his forte.

In addition, John lacked the presentation and selling skills necessary to persuade senior leadership teams as to the veracity of his system.

How the Objectives were achieved over an 18 month period.

  • Client Interviews with Senior Principals revealed a number of opportunities. 

    The programme could not be effectively rolled out over just one year.  As such we extended the program to a 3 year delivery timeframe and increased the investment from $23,000 to $75,000, a 326% increase in fees.

  • Case Studies and Testimonials - In addition, these interviews provided the basis for extensive case studies and testimonials.

    New Products -  Our market research determined John needed a lower price entry point product.  We successfully hived off the “Student Survey” component of the Leadership Programme and made it into a standalone product.

  • Selling Skills – We coached John in both group and individual persuasion skills allowing him to get his message across more effectively.
  • Lead Nurturing System – We created a comprehensive prospect qualification and  lead nurturing system based on educational direct marketing principles.

    The system included a white paper, testimonials, case studies and extensive follow up emails to keep top of the prospects mind.  This ensured a piece of communication would be sent out to prospects at least every 90 days.

  • School Leadership Conferences – We created a pre, during and post conference strategy enabling John to meet the qualified Principals at yearly school senior leadership conferences.

    Having bought a list of schools, we could send out targeted letters, faxes and emails educating Principals and encouraging them to meet with John at the venues.

    This proved to be a very successful strategy.  At the 2nd conference John “sold” a $75,000 programme on the spot. 

  • Marketing Automation – We implemented a CRM to handle enquiries, send out material and generally keep John’s name in front of prospects.

    The CRM was used to send out monthly articles we created or curated on different aspects of education.

  • New Website – We created a new website which incorporated Lead Magnets, educational video, case studies and testimonials designed to draw in prospects.

Key Results

John has an evergreen marketing and sales system which brings in a steady stream of new prospects, nurtures them and keeps them warm until they’re ready to commit.  This process can often take 1 to 3 years so it’s vital John stay top of mind.

To date John has successfully expanded his programme into schools across Australia.  In addition he has created expanded his Leadership Program content and scope fulfilling his desire to positively impact the school education system in Australia.

John Houghton BMR Business Services

BMR Business Services:

John Houghton helps furniture and kitchen manufactures in Australia and New Zealand improve profitability.

These manufacturers may be turning over between $500,000 to $30,000,000 a year, but due to extremely low margins (1% to 3%) struggle to make a decent profit.

John works with them to accurately calculate their costing/pricing model, improve staff engagement and management ability.

Objectives:

John is very good at what he does, but like many technically oriented businesses, has difficulty with marketing and sales.

John wanted a system to bring in a steady flow of highly qualified leads where he could have a “sales conversation” converting suitable ones into long term clients.

How the Objectives were achieved:

We worked on a number of fronts simultaneously.

Starting with Mindset. 

John noted that clients were very grateful in the beginning stages of an engagement when he could pull them out of the fire.  Once they were making significant profits (around the 8 month mark), they tended to find reasons to discontinue working with him, even though the work had not been completed.

John now has a contract which stops clients pulling out prematurely.  And he’s raised his prices to reflect the value he brings.

Marketing Collateral:

We’ve created a whitepaper which can be handed out to prospects, industry groups as well as downloaded from the website. The whitepaper explains what it is BMR does and how profit increases are achieved.

We also created substantial follow up material in the form of articles and letters to keep John at top of mind so when prospects were ready, they contacted him.

New website:

We designed and created a new website which attracted prospects and built John’s list of potential clients.

Sales skill improvement:

We coached and taught John Houghton our proven sales structure. It is a “formula” he can easily follow. The “Sales Conversation” is a powerful tool in any business owners and sales persons toolbox. John’s realised where and how he’s missed out on sales conversion in the past. He’s successfully applied the process converting a number of clients much more easily.

Program vs project:

Creating a program over a fixed period of time is better for John as well as his clients. The level of commitment and accountability a client agrees to is reflected in much better and longer lasting profit improvements.

Testimonials:

We’ve interviewed a number of John’s clients turning their feedback into testimonials. These will be used as social proof in a number of ways in the marketing collateral. E.g. Website, proposals, whitepaper etc.

Key Results:

Having clients commit for a 12 months program has substantially increased John’s revenue and profitability.

Kemppi Australia is a local subsidiary of a major European Welding Machine manufacturer

Kemppi’s sales team consisted on competent trades people with very little sales experience.  They were great at customer support, but did not have the ability to “sell”.

Our initial engagement with Managing Director, Chris Oke was to help improve sales performance which we did via sales training and coaching.

Subsequently we helped Chris develop a trade show strategy ensuring a good ROI from National Manufacturing trade shows they attended.

Chris wanted to target higher value clients including Defence.  We worked with Chris and his leadership team for 12 months on leadership, sales and overall business strategy.

Key Results

As a result, Kemppi achieved a number of milestones.

  • Due to their trade show promotions they had the highest monthly revenue in their 10 year Australian history.
  • They became the second most profitable subsidiary worldwide behind Germany.

The Right Property Group is a leading Investment Property Buyer’s Agency who specialise in buying properties for their clients at wholesale prices.

They came to us because they wanted to grow their client base while significantly increasing prices per property sourced.

However they struggled with articulating clearly and concisely what value they provided and why clients should choose them over other buyer’s agents.

Key Results

Through redesigning their marketing and sales structure, including raising prices by over 200%, the Right Property Group have become one of the most successful Property Investment consultancy groups in Australia

Heraeus Kulzer Australia is a subsidiary of an European Dental Manufacturer

Managing Director Ken McInnes had inherited an underperforming sales team. Internal processes and structures were clunky leading to significant inefficiencies. Finding and keeping professional management and sales people was proving difficult.

Key Results

We worked with Ken to take his business from a $3M per year turnover to $11.5M.

Dragon Fire Services specialises in Commercial & Strata fire protection in Sydney.

Fire Protection is extremely competitive. Many of the players undercut on price to win jobs. Dragon recognised they needed to stand apart and win jobs based on their expertise and experience, not price.

Key Results

Within the initial 12 month period, business revenue has grown by 50%. At this stage Dragon are at capacity. We will continue working with them to improve their systems first, then ramp up their marketing to consistently bring in higher value clients.


Pixel Perfect Pro Lab

5 of Australia’s most highly awarded professional photographers weren’t happy with the quality of digital prints they received from print shops.  So they decided to open their own… Pixel Perfect Labs.


They invested heavily in equipment and colour management (printing accurate colours) and charged top end prices.

But for years they struggled trying to convince prospects to buy.  Photographers simply did not understand why they should come to Pixel when they could go down the road for a far cheaper price.

Key Results

Working with us over a period of years, Pixel became one of the premier professional photographic labs in Australia.  Most of their competitors have gone to the wall while Pixel still continues to grow strongly.



Perenso - Sales Force Automation Software Provider

Founded in 1994, over 50% of the leading pharmaceutical supply organisations in Australia  rely on the Perenso sales force automation system to run their sales teams more efficiently.


Perenso came to us as they wanted to expand into the Fast Moving Consumer Goods (FMCG) market – one where they had no track record.


Perenso gets paid by the “seat” and wanted to expand by 2 to 3 thousand seats within 2 years.


The issues:

  • Perenso was known in Pharma but not in the wider FMCG market.  So they’d be going in cold.
  • Didn't really know how to succinctly articulate the marketing and sales message for FMCG.
  • Knew they needed to target National Sales Directors but did not have contacts in these organisations and didn't know how to find the right people.
  • Didn't want to blow their chance by not having the message right.
  • Didn't have effective marketing material.
  • Couldn't articulate their story – why should they buy from you?
  • Complex sales process involving long lead times and experienced sales people

Marketing Objectives:

  • Get their profile out into the FMCG market.
  • Create a Marketing & Sales Lead System that does the heavy lifting for them – i.e. engage the prospect’s interest BEFORE the sales call.
  • Create a sense of familiarity before sales calls – making it easier to get a foot in the door
  • Pull Marketing – Have prospects initiate contact with them rather than Perenso chasing them.

What we did:

  • Helped Perenso focus on what was important. We provided strategic marketing advice and a sounding board to ensure Perenso had the best chance of succeeding in a competitive marketplace.

  • Clarified their sales message in terms of real world benefits
    • Increasing productivity
    • saving money
    • saving time
    • Reducing or redeploying staff
    • Saving paper
  • Created a multi-touch, multi-sequence, multi-media methodology that specifically targets prospects and brings them into the sales funnel… A combination of marketing material which included:
    • A White Paper titled -  “How The Perenso Sales Force Automation Solution Can Help You Meet Your Business Goals, Reduce Your Costs And Manage Your Field Force Effectively.”

      Aimed squarely at senior management, the white paper detailed the benefits of using the Perenso system to manage a medium to large sales force.

    • A power point presentation explaining the uses and benefits of the system.  The presentation could be used as part of an initial sales call, left with a prospect after the call or even downloaded from the web once a prospect had expressed initial interest in the software.

    • Case Studies and Testimonials

      Social proof is vital in any sales process.  We interviewed National Sales Managers of current clients about how they used the Perenso system and the results they achieved.

      The case studies and testimonials were captured on video (some up to 30 minutes long).  Each case study demonstrated real world production increases and cost savings.

The Results

Off the back of this, Perenso formed a joint venture with one of the USA’s largest FMCG providers and have gone from strength to strength.



Optima Solutions merchandise protection systems

Optima Solutions sells merchandise protection systems to retailers in Australia. 

They also have a range of physical security products that stop people stealing desktop and laptop computers. 

John, the Managing Director, had decided to take out a booth at the Cebit Technology Show in Sydney. 

Cebit has over 700+ exhibitors and attracts thousands of attendees every year and was an ideal opportunity for Optima to display its wares. 

A major issue with a large exhibition is theft. With thousands of people streaming past every day, stuff walks! So if you don’t want to have to constantly keep one eye on your laptops while talking with prospects, some form of physical security is useful. 

Key Results

John sold a large number of devices right there and then.  John subsequently used a follow up letter we created to target show users that yielded even more results. 

But more importantly, he created a major buzz around his product and got loads of good publicity.