A local flooring franchise implemented a corporate marketing campaign with a $40,000 budget that yielded no sales and a net loss. Art of Design was hired to design a new localized campaign. They identified key target demographics and tested a smaller campaign offering 50% off area rugs with flooring purchases. This localized campaign had a total cost of $4,500 and generated $50,000 in new sales, yielding a return on investment of 1100% and a net gain of $44,500.

1. Doing More With Less
Building a Local Marketing Campaign that
Lowers Costs and Delivers Results
Copywrite © 2009 Art of Design i.d. Inc.

2. The Client
A local floor coverings franchise
Implemented a corporate marketing plan in
2008
Cost: $40,000
Duration: 12 Months
Campaign Type: Direct Mail
Number of Pieces Mailed: 65,000 (16,250/qtr)
Copywrite © 2009 Art of Design i.d. Inc.

3. Corporate Campaign Strategy
List Criteria:
Home Value: Greater than $200,000+
Geographic Region: All of Greater Colorado
Springs
Call To Action
“$50 when you meet with our design
consultant!”
No Purchase Necessary
Copywrite © 2009 Art of Design i.d. Inc.

4. Corporate Campaign Results
Total Dollars Given Through Offer: $150
Total New Sales: $0
Total Cost of Campaign: $40,150
Total Return on Investment: 0%
Net Loss: $40,150
Copywrite © 2009 Art of Design i.d. Inc.

5. The Challenge
Reduce Marketing Costs
Increase Conversion Rate
Create an Offer that “Provokes a Sale”
“50% off any area rug with the purchase and
installation of any new flooring”
Create a Campaign that is flexible to adapting
market conditions
Provide Positive ROI (Return on Investment)
Copywrite © 2009 Art of Design i.d. Inc.

6. Art of Design’s Strategy
Identify Key Target Market Demographics:
Home Value: $400,000+
Owner Occupied
Years in Residence: 5+
Available Equity: $25,000+
Geographic Region: 80919 (Test Region)
Duration: 3 Months
Total Pieces Mailed: 3,000 (500 bi-weekly)
Test in Small Quantities prior to full implementation to
verify strategy effectiveness
Copywrite © 2009 Art of Design i.d. Inc.

7. Art of Design’s Results
Total Dollars Given Through Offer: $0
Total New Sales: $50,000
Total Cost of Campaign: $4,500
Total Return on Investment: 1100%
Net Gain: $44,500
Copywrite © 2009 Art of Design i.d. Inc.

8. What Worked
Local Market Expertise
Local Control
Target Market Research
Demographics
Psychographics
Relevant Offer
Purchase Necessary to receive benefit
High Perceived Value
Test & Measure
Run Small Scale Tests to evaluate strategy
Copywrite © 2009 Art of Design i.d. Inc.

9. Campaign Comparison Chart
Copywrite © 2009 Art of Design i.d. Inc.

10. Who We Are
Art of Design i.d. Inc.
Small Business Marketing & Graphic Design
MARKETING RESEARCH | INTEGRATED MARKETING CAMPAIGNS | BRANDING & SALES MATERIALS | WEB DESIGN
Debbie Tuzel – Owner/Art Director (debbie@artofdesignid.com)
Marc Tuzel – V.P. of Marketing (marc@artofdesignid.com)
Kendra Kane – Business Development (kendra@artofdesignid.com)
Copywrite © 2009 Art of Design i.d. Inc.