Audition Division Evolves Its Media Mix to Turn Around Its Business
These tweaks delivered a solid 6 percent response, with nearly 70 percent of the applications being submitted online at ADL's new website.
"I couldn't believe it," admits Kau. "For years, direct mail by itself was the engine that drove our business, but now I'm a believer that it takes direct mail plus the Internet."
ADL's marketing has now expanded to include PPC advertising. After just a month, these paid search efforts are bringing in business at a fraction of the cost of direct mail. While PPC hasn't been able to deliver the volume of applications ADL needs to survive, the activity generates enough audition applications between direct mail campaigns to keep the pipeline of inquiries fresh.
Another key aspect of the Web-based program is that ADL's new website was optimized by Hennerberg Group so it could be found via organic search and on local search sites. After going online in April, the ADL website now attracts a significant amount of organic traffic from more than 100 combinations of keywords.
While a market for a service or product may remain strong over the years (in this case, an almost endless supply of new parents of adorable kids), the lesson here is that marketers must must stay relevant and evolve as buyers' habits shift. Otherwise, those old, tried-and-true methods lose their punch—to the point of invisibility in a changing world.