Case Studies [4]
Case Study: How a Husband & Wife Team Built a Thriving Business Selling Blank Cassette Tapes
Here's an interesting case study on how Art Munson of CassetteHouse.com has been building a thriving internet business selling blank video and audio cassette tapes and CDs since 1989 (that's not a typo). Munson explains how he has streamlined the sales and customer support process with the aid of fulfillment houses, dropshippers, and in-house customer services reps who work from their home. [Full story: Case Study: CassetteHouse.com - Ecommerce Guide]
How LifeWay's Viral Marketing Campaign Produced a 1,200 Percent Response Rate
An interesting case study on how LifeWay Christian Resources used egreeting cards as a viral marketing tool. The campaign resulted in 12 visits to an epostcard for each email sent! In other words, a "traditional" email promotion would need a click through ratio of some 1,200 percent to match the viral effect! In addition, more than 20,000 sales and opt-in sign-ups for a LifeWay mailing list were directly attributable to the viral campaign.
How Zacks.com Profits by Selling 3rd Party Subscriptions & Online Advertising
In June 2001, Zacks.com went from five million pageviews per month to 800,000. Nobody was buying advertising. They were losing $50,000 a month. The site's parent company, Zacks, had four different lines of business; selling investment research to financial institutions, licensing content to Web sites, selling Zacks' Premium site subscriptions to individual investors, and selling ads on Zacks.com free info site for individual investors. Due to the stock market slump, revenues for three out of four were in the tanker. The only thing that was working still was selling individual subscriptions to the Premium site. Two years on, Zacks.com now rakes in $350,000 per month, with a profit margin of $140,000. Find out how Zacks.com emerged from the jaws of death. [Full story: How Zacks.com Profits by Selling 3rd Party Subscriptions and Online Advertising - ContentBiz]
Six E-Retail Survival Tips for Low-Margin Markets: How CDconnection.com Has Profited for 13 Years
Some interesting insights into marketing tactics that do and don't work by Ken Lovett, owner of CDConnection.com, who started selling CDs online in 1990 (nope, that's not a typo). For example, according to tests carried out by Lovett, visitors exposed to the ScanAlert Hacker Safe logo are 13% more likely to buy than those that don't see it. He adds, "We could easily justify the cost of the service with a 1% increase in orders." [Full story: Six E-Retail Survival Tips for Low-Margin Markets: How CDconnection.com Has Profited for 13 Years - MarketingSherpa]