Tia Dobi Portfolio Piece Mommie Helens Case Study
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CLIENT CASE STUDY Mommie Helen’s Bakery www.cdmginc.com Nobody knows direct marketing better! Mommie Helen’s Bakery Marketing Challenge Entrepreneur Dorothy Pryor Rose experienced some success carrying on the family tradition of baking cobblers, pies and cakes. Word spread, and soon TV celebrities and professional athletes, like Shaquille O’Neal, were asking for her desserts by name. So when Oprah Winfrey’s O Magazine would have a product write-up, Rose was both ecstatic and panicked. Her website was static, information-starved and hungering for proven e-commerce capabilities to entice and fulfill web orders. With little money, little time and little e-commerce know- how, how could MommieHelensBakery.com transform itself to meet this unexpected national press opportunity? Creative Direct Marketing Group got into high gear to strategize this winning game plan: ➊ Create direct response copy and artwork that’s at the heart of making every e-commerce website work. The copy needed to capture readers’ interest and pull them through to the offer, while the graphics needed to utilize the science of eye direction to ensure the words would get read. ➋ Revise Mommie Helen’s order-taking and shipping capabilities that would meet a surge of new customer needs. ➌ Grab customer user data and present analytics that would be instantaneously helpful in knowing what was working. Direct response microsite turns entrepreneur’s pie business into an e-commerce powerhouse Creative Solution Creative Direct Marketing Group knew that using direct response rules was the key to making MommieHelensBakery.com a profitable marketing vehicle. Here are a few of the microsite creative elements for the Mommie Helen’s Bakery microsite: ➤ Personalize Dorothy Pryor Rose to her audience with a short, photographic story on how Mommie Helen’s Bakery got its start from homemade pies at potlucks… to growing virally by word of mouth from family and friends, then blossoming into a brick-and-mortar. ➤ CDMG has Rose opening the site with Direct response copy, art and strategy in MommieHelensBakery.com microsite helped skyrocket total sales 250%. Direct response copy art and strategy in MommieHelensBakery com “The MommieHelensBakery.com new e-commerce microsite helped increase total first month sales 250%.” (over please)
description
1st Month Mail Order Increase 250% Interview account manager and entrepreneur Dorothy Rose to write client case study (including photo choice and captions). Case studies mailed with CDMG's monthly print newsletter "Direct Response" (see written sample below).
Transcript of Tia Dobi Portfolio Piece Mommie Helens Case Study
CLIENT CASE STUDY
Mommie Helen’s Bakery
www.cdmginc.com Nobody knows direct marketing better!
Mommie Helen’s Bakery
Marketing Challenge Entrepreneur Dorothy Pryor Rose experienced some
success carrying on the family tradition of baking cobblers,
pies and cakes.
Word spread, and soon TV celebrities and professional
athletes, like Shaquille O’Neal, were asking for her desserts
by name.
So when Oprah Winfrey’s O Magazine would have a
product write-up, Rose was both ecstatic and panicked.
Her website was static, information-starved and hungering
for proven e-commerce capabilities to entice and fulfi ll
web orders.
With little money, little time and little e-commerce know-
how, how could MommieHelensBakery.com transform itself to
meet this unexpected national press opportunity?
Creative Direct Marketing Group got into high
gear to strategize this winning game plan:
➊ Create direct response copy and artwork that’s at the heart of making every e-commerce website work. The copy needed to capture readers’ interest and pull them through to the offer, while the graphics needed to utilize the science of eye direction to ensure the words would get read.
➋ Revise Mommie Helen’s order-taking and
shipping capabilities that would meet a surge of
new customer needs.
➌ Grab customer user data and present analytics
that would be instantaneously helpful in knowing
what was working.
Direct response microsite turns entrepreneur’s pie business into an e-commerce powerhouse
Creative SolutionCreative Direct Marketing Group knew
that using direct response rules was the key to making MommieHelensBakery.com a profi table marketing vehicle.
Here are a few of the microsite creative elements for the Mommie Helen’s Bakery microsite:
➤ Personalize Dorothy Pryor Rose to her audience with a short, photographic story on how Mommie Helen’s Bakery got its start from homemade pies at potlucks…to growing virally by word of mouth from family and friends, then blossoming into a brick-and-mortar.
➤ CDMG has Rose opening the site with
Direct response copy, art and strategy in MommieHelensBakery.com microsite helped skyrocket total sales 250%.Direct response copy art and strategy in MommieHelensBakery com
“The MommieHelensBakery.com new e-commerce
microsite helped increase total fi rst month sales 250%.”
(over please)
21171 S. Western Ave., Suite 260
Torrance, CA 90501
Tel: 310-212-5727
Fax: 310-212-5773
Email: [email protected]
www.cdmginc.com
a letter that personally addresses her company’s benefi ts. For example, unlike factories, her desserts are always lovingly handmade and delivered fresh to your doorstep worldwide.
➤ Capitalize on the credibility of Rose’s customers using photos and testimonials from well-known celebrities and professional athletes.
➤ Draw readers with direct response copy and graphics to create these must-have elements: The instantaneously recognizable cover of O Magazine featuring the pie story inside; FREE discount and promotions sign-up form (doubling as a lead-generator by capturing email addresses); Mommie Helen’s personal 100% money-back guarantee and limited navigation that purposefully keeps prospects glued to the site.
➤ Create a simplifi ed, direct response shopping cart.
➤ Apply advanced Search Engine Optimization (SEO).
ResultsDirect response copy, art and strategy, coupled with
personalized story-telling and an easy-to-use shopping cart are the winning essentials to generate sales.
The proven combination certainly worked for Mommie Helen’s Bakery. Thanks to CDMG’s marketing know-how, fi rst-month total sales (online and offl ine) skyrocketed 250%.
Integrated e-commerce is the ultimate direct response money machine. Call Craig Huey and his team of professionals at Creative Direct Marketing Group at 310-212-5727 for a FREE website critique that could solve your online dilemma. Or email Craig personally at [email protected].
CDM5275
Entrepreneur Dorothy Rose appeals to prospects through friendly personalization: A sales letter, testimonials and business story.
Direct response art and copy make every product a unique, unforgettable, luscious taste treat.
Entrepreneur Dorothy Rose appeals to prospects through friendly
Each dessert is handmade with love…a selling benefi t.
CDMG secured rights to use the cover of O Magazine on the landing page.
“From beginning to end, and every step of the way, the team at
CDMG really cared and wanted us to succeed. In the fi rst month alone,
our mail orders went up 250%. Thank you, thank you, thank you.
You’re part of the family now.” —Dorothy Pryor Rose
