case studies

• COIT: 40,000 leads, Cost Per Lead Reduced 40%
• BMW of San Francisco: 600-900 leads/month, 70% reduction in cost per lead
• IMA Interactive: 30% reduction in reporting time, 95% client retention

40,000 leads, Cost Per Lead Reduced 40%

Background and Objectives:

COIT is one of the largest specialty-cleaning & restoration companies in the world with franchises in the United States, Canada and Thailand.

COIT faced the challenge of having great services and offerings, but not enough site traffic to supply their franchisees with many leads.

The ultimate goal was to increase leads and quotes sent through COIT’s website, but the client also wanted a simple way to keep Corporate Marketing and Franchisees on the same page about their marketing initiatives.

Results:

Since October 2008, MyNextCustomer has helped COIT track over 40,000 leads. Its agency of record and search agency were able to use the data provided by MyNextCustomer to decrease the average cost per lead of 40% below what COIT was generating through previous efforts.

Each franchisee can log into their own MyNextCustomer account to see how their marketing initiatives are performing across multiple engines and media, listen to phone calls, and improve staff response.

Meanwhile, COIT’s marketing department and ad agency can allocate marketing dollars to regions and media where it will do the most good.

600-900 leads/month, 70% reduction in cost per lead

Background and Objectives:

BMW of San Francisco wanted to stop spending money with lead generation vendors charging $30-50 per lead, some of which were being resold to multiple dealerships, and decrease its reliance on print and radio advertising. The dealership, together with their agency, has been using MyNextCustomer for a year to track all of its marketing channels and re-allocate dollars to what’s working each month.

Results:

Using MyNextCustomer, BMW of San Francisco was able to measure its return on ad spend and lifetime value across all marketing channels and re-balance where it spends its monies. Its online agency created a highly successful paid search and SEO program which generates 600-900 leads every month. Using MyNextCustomer, BMW of San Francisco was able to compare the cost per lead it was getting from these programs to their lead gen vendors, radio and print advertising. As a result, BMW of San Francisco’s cost per lead has gone down 70%.

The dealership’s Service, Sales, and General Management departments all use the software to stay on the same page with their agency. The Business Development Group listens to calls to help train new sales and customer service people. And their agency never has to pull a single report to prove they’re delivering results.

30% reduction in reporting time, 95% client retention

IMA is a web design, search, and video agency that has been using MyNextCustomer to save time and track all of its clients’ campaigns more accurately. Using MyNextCustomer with 25+ accounts, IMA has been able to readily demonstrate their clients’ Return on Ad Spend and save countless hours on reporting.

Results:

IMA has been able to scale and handle more clients, while keeping staffing the same. By eliminating pulling and emailing reports, and focusing those hours on higher quality analysis, IMA retained 95% of its clients year over year, and signed several new ones. Meanwhile, most of IMA’s clients have actually increased their spending during 2009-2010′s recessionary times.