Wow Case Studies
To give you an idea of what sort of magic John weaves for his clients, these
case studies will highlight his "outside the square wow factor creativity".
As John says "to make a difference, you've got to be different!"
1. Turf farm sells grass like never before!
John was asked by Australian Lawn Concepts, one of Australia's larger turf farms, to assist in marketing an oversupply in turf.
ALC is located at the base of Mt Tambourine on the Gold Coast in Queensland.
After spending time with the owner, John was able to deduce that the major target audience for the turf product was Landscapers - as unlike home owners, they purchase turf for numerous homes at a time.
John produced an innovative Direct Mail Campaign which featured an offer "too good to refuse" to most thirsty male landscapers!
For every purchase of 500 square metres of turf (about one regular home's worth), the landscaper would receive a free carton of premium Crown Lager beer!
John explained "given the capacity of landscapers to order volume turf, we need to provide them with an incentive which rewarded them personally. And then we needed to link the giveaway with a particular volume, so that we would stimulate repeat purchasing and ongoing loyalty".
The Direct Mail Campaign was due to be mailed to 500 landscapers in the region, but after sending 250 of the mailers out, guess what?
ALC Turf Farm ran out of turf!!
Owner, John Kelleher, says "it was just remarkable and I'm now certainly a fulltime devotee of the power of wow!"
A video testimonial from John Kelleher can be seen directly to the right.
2. Channel Nine's Ray Martin sells John's home!
This was certainly a case of John "practicing what he preaches".
After deciding to sell his country homestead, John decided that he would market the property himself rather than put it in the hands of a real estate agency.
Fair enough, given his line of work!
But just like everything else he touches, John approached the marketing of his home quite differently to how a regular real estate agent would.
Chanel Nine's "A Current Affair" program ended up playing a major role in the quick sale of John's rural homestead!
This is a classic case of using “wow factor marketing” to achieve a spectacular result.
Let’s face it, 99.9% of people would sell their homes via the traditional means of using a real estate agent.
But many who would be reading this have probably been down that frustrating path.
Whilst there are many fantastic real estate agents out there, there are also many who don’t have a clue of how to market a home, particularly one that may have some unique features.
Many real estate agents simply take a “cookie-cutter” approach to selling their inventory and many times this simply involves the normal practice of a window photograph and description, an online advertisement and perhaps a press ad the size of a cigarette packet.
In this particular case study, John demonstrates just have powerful “wow factor thinking” can be if you target your messages to the right people at the right time!
3. Great hotel deal goes nuts!
John was asked by a Sydney travel company to assist in coming up with product-extension ideas, particularly ones which would appeal to the mass market.
The travel company had been predominately assisting companies with "discount hotel promotional offers" which businesses used as consumer incentives.
(For example, a home entertainment retailer might offer 2 nights' accommodation at a prestige hotel for just $20 when you bought a television this weekend.)
When John got involved, his innovative thinking gave the travel business an entirely new outlook on things and he created a new product for them aimed directly at consumers, a much larger market than retailers.
He designed a marketing plan which resulted in an avalanche response and jammed switchboards!
4. A Million Dollar Prize sells tea by the truckloads!
Madura Tea, a small tea producer situated in Northern NSW in Australia, contacted John and requested that he assist in increasing sales with some innovative marketing.
The company has stiff competition from the likes of Twinings, Bushells, Lipton and Lanchoo.
John immediately put together a "wow concept" that involved a massive incentive of a $1 Million Dollar Prize (which John insured through Lloyd's Of London).
Consumers received a random number of entries from every pack they purchased and entered the contest online, meaning Madura collected a valuable database of buyers.
By introducing the "random number of entries" mechanism, John cleverly created a "lucky-dip formula" which acted as a magnetic incentive to consumers, as they bought more and more product to get more and more entries!
The result of John's first promotion for Madura Tea was stunning.
Click here for full case study
5. Greater Building Society - "Get A Home Loan And Get A Free Holiday!"
You've probably read about this promotion earlier on this website, but it is one of Australia's most stunning marketing success stories, so we've provided you with the full case study here for your enjoyment.
It's as simple as this.
John was asked many years ago to devise a way to increase the Society's home loans and upon recognising that most banks ran the same type of offers and marketing campaigns, he suggested that the Greater "think outside the square" and do something completely different.
This resulted in launching a "value-add" offer of rewarding home loan customers with a free holiday - and the promotion proved to be probably the most successful financial institution marketing concept ever in Australia!
Indeed, the concept is still going strong ten years after its invention - which just goes to show that a hot idea can endure!
