Key Takeaways:
- Even in an uncertain economic climate, a direct-response strategy combining TV, radio, digital, and direct mail drove thousands of new paid subscribers.
- Swiss Confidential, an investment newsletter service, overcame investor panic and skepticism through credibility, education, and an irresistible offer.
- The CDMG campaign used 60-second radio and television spots, direct mail, radio and digital, anchored by a free “4-Part Survival Kit” incentive.
- Result: Over 4,000 paid subscriptions—each at more than $100—during just the launch test.
- The case proves that when message, media, and offer are synchronized across multiple channels, response rates can soar even in a downturn.
When the economy crashes, most advertisers retreat. But that’s when smart marketers strike.
That’s exactly what happened when Swiss Confidential—a new investment newsletter decided to launch during what experts called the worst economic climate in 50 years.
Investors were fearful. Skeptical. Unsure where to turn.
The challenge was clear:
How do you persuade people to invest in financial insights when the stock market is collapsing?
My team’s mission at CDMG – a direct response ad agency – was threefold:
1. Overcome investor panic and skepticism.
2. Build credibility and authority for the newsletter’s expert author.
3. Create an offer powerful enough to overcome hesitation and drive subscriptions.
The Multichannel Strategy
Rather than rely on a single medium, CDMG built a fully integrated multichannel campaign—anchored by television and radio.
The broadcast phase used 60-second direct-response commercials, tested and refined for maximum emotional and factual impact.
Each ad spoke directly to the investor’s fear of inflation, wealth erosion, and uncertainty—then offered a clear solution: knowledge and protection through Swiss Confidential.
To turn interest into immediate response, each commercial promoted a free “4-Part Survival Kit” as a bonus for subscribing.
This single offer created urgency, credibility, and measurable ROI.
But the real power came from integration.
The broadcast messages were reinforced through targeted digital advertising and direct mail, creating multiple touchpoints.
Every channel worked together—building recognition, trust, and repetition.
The Results
The campaign shattered expectations.
In just under six months of the testing phase, more than 4,000 paid subscribers joined Swiss Confidential—each paying over $100.
That’s thousands of conversions in a market where many said “no one is buying.”
The lesson: even in a down economy, the right multichannel combination—paired with proven direct-response strategy—can deliver extraordinary results.
Action:
If you want to achieve results like this—whether launching a new product, newsletter, or service—CDMG can help.
Our team designs and executes complete, accountable advertising programs using:
• Television and Radio (Direct-Response tested spots)
• Direct Mail and Digital Ads
• Connected TV (CTV) and OTT campaigns
• SEO and AEO optimization
• Landing Pages and Conversion Funnels
Each channel is tested, tracked, and optimized for one goal: maximum response and measurable ROI.
Call Michael today at CDMG at 615-933-4647 or email him at [email protected].
FAQs:
Q: Why combine TV and radio with digital or direct mail?
A: Because each channel amplifies the others. TV and radio create credibility and reach. Digital and direct mail create personalization, follow-up, and measurable response. Together, they multiply effectiveness.
Q: How did the “4-Part Survival Kit” increase conversions?
A: It gave prospects a tangible, risk-free reason to respond. The kit transformed curiosity into immediate action—a core principle of direct-response marketing.
Q: Why did this succeed during a recession?
A: Fear and uncertainty make audiences seek authority. By offering trustworthy expertise, Swiss Confidential met an urgent need rather than selling a luxury.
Q: What was CDMG’s role?
A: CDMG created the entire strategy—from concept, scripting, and media buying to landing page and direct-mail integration—ensuring consistent, accountable performance across every channel.
About Craig Huey:
Craig Huey is president of Creative Direct Marketing Group (CDMG), a leading authority on direct response, accountable advertising, and multi-channel marketing integration.
He’s helped over 1,000 companies generate breakthrough ROI through crisis-proof marketing strategies that blend digital, direct mail, and AI-driven data targeting. His team has won 124 marketing awards.
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In today’s fast-paced world, you need more than just an agency—you need a partner who drives growth, amplifies your brand, and delivers results that matter. That’s where CDMG comes in.
We’re not just another ad agency. We are a top advertising and marketing powerhouse that specializes in driving real, measurable results and profits. Our award-winning team, led by marketing veterans Craig and Caleb Huey, is dedicated to supercharging your advertising efforts and transforming your business.
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Let’s talk. Call Michael Oppenheimer at 615-933-4647 or email [email protected] today. Don’t wait—start transforming your marketing results now with CDMG, Inc.
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