When federal law changed and allowed Real Estate Investment Trusts (REITs) to be sold directly to the public, Hamilton National saw an opening that only DMW could fill. They needed to convince a cynical, risk-averse public that this new product was trustworthy. So how do you communicate trust, and get the most bang for your buck?
To market Hamilton’s new product, DMW deployed Action Brand™, and first developed a new brand with a more bank-like, trustworthy name – Hamilton National Income Trust. After considerable research and testing, DMW identified appropriate celebrity endorsers around which to build a strategic multimedia campaign. At our suggestion, the client secured a deal with well-known celebrity, Patrick Duffy. The campaign included DRTV spots, display and Facebook ads, an e-commerce website, and fulfillment collateral. And ka-ching, ka-ching!
The launch campaign generated 5,800 leads in the first three weeks with 69% of total responders going directly to the website. The media buy yielded an incredibly efficient cost per lead of just $71.06 (versus the client’s allowable CPL of $750), and 3.7 leads were generated for every aired spot – a ratio above 1.1 is considered strong.
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cost per lead
leads generated for every TV spot
leads in first three weeks