The Case Studies: Addictive Marketing

Addictive Marketing maximize course bookings using RelayStation

Background

Addictive Marketing is a Leeds-based marketing firm. Managing Director Tony Gedge founded the company in 1999 to provide marketing consultancy and business development training. In 2006 Addictive Marketing formed a strategic partnership with several colleges to sell NVQ vocational training courses to UK small businesses.

Strategy

Tony Gedge decided to trial the use of RelayStation using a voice message he recorded himself using RelayStation’s free phone – in recording service. Following some small pilot broadcasts to ascertain the best headline approach to the training proposition he decided on the most effective message and then worked closely with RelayStation staff to have the broadcast sent out at the optimum time of day to ensure the best possible response rate.

Execution

The first broadcast was to pubs and clubs re licensing law NVQs. They were invited to press 1 to be called back if they were interested in further information. Relaystation can leave a different message if an answerphone answers so in that case the call to action was to phone addictives’ number if interested.

Results

Tony Gedge takes up the story:
“We quickly had confirmation of the success of this media as a way of communicating a message to large numbers of people in a short time and cutting through to find those interested.

In the first hour of broadcasting we had 200 leads which generated £36,000 worth of business for an outlay of only £500. We were delighted with results and have now become regular users of RelayStation.”

About Tony Gedge:
With 16 years of sales and marketing experience, Tony spent a decade running his own businesses, which included nightclubs, marketing and PR Company and a record label. In 1999, he started his journey with the Dale Carnegie organisation and is now a fully qualified instructor.

Tony regularly speaks at conferences and events and writes his own newsletter that goes out to 800 subscribers. He is also the Regional Director for the Consultants Development Network, life long member of Coach University and President Elect for the Rotary of Leeds White Rose.