How do you successfully create a marketing turnaround?

It usually requires significant changes involving branding, positioning, offer, and yes, creative execution.

That’s what my team did in helping turn TheStreet.com around from falling sales.

TheStreet.com is an investment website best known by its founder Jim Cramer. I got a call from his office and visited them in New York. The goal: to grow, expand and make more money for The Street, turning around declining revenue.

The Challenge

My CDMG team and I recommended a campaign to:

  1. Set apart RealMoney.com from The Street.com – Establish RealMoney.com as a premium service to generate revenue independent of sales.
  2. Re-design the existing home and internal pages to more aggressively up-sell and cross-sell.
  3. Establish new premium products – launch and grow them.
  4. Create digital ads, emails, conversion series, video script and more to generate new paid subscribers and grow their free database for upsaling.

The Goal

CDMG’s goal was to develop a direct marketing model of up-selling and cross-selling using direct response copy, graphics, and strategy that would ignite a new stream of response, leads, and sales.

The Creative Solution

So, here is what we did:

  1. Website redesign. CDMG redesigned TheStreet.com and RealMoney.com to follow direct marketing rules. We turned both sites into new money machines.
  2. Premium service solutions. RealMoney.com was positioned as a premium website, overcoming the objections of all the free information available on TheStreet.com. CDMG created a perceived value that excited investors for the changes. Thousands signed up, paying a premium price exceeding the client’s expectations by 200%.
  3. New product launches. I identified The Street’s most popular columnists and launched four successful premium newsletters, resulting in more recurring income. We exceeded projections by 350%.
  4. Cross-selling and up-selling everywhere we could identify the opportunity
  5. We created powerful marketing using direct response copy, not traditional non-sales copy.

CDMG created for each new premium product:

  • Powerful email campaigns using direct response copy
  • Money-making banner ads for home and internal pages
  • A new shopping cart strategy using direct marketing principles to lower the abandonment rate

The Results

RealMoney.com experienced a major turnaround becoming the largest premium investment website in America and TheStreet.com had successful premium products to up-sell and cross-sell. New revenue was generated, and highly profitable model developed that would exceed past profitability.

How can you increase your leads or sales?

Do you need a marketing turnaround?

Let’s see if we can dramatically increase your results by using direct-response multichannel marketing. Give Michael a call at 615-933-4647 or email him at [email protected].