First Impressions Count
This is a powerful case study that shows 55 marketing vendors competing in a yearly and monthly vendor performance report. Competing vendors were prospecting consumers and booking them into a 90 minutes sales presentation in exchange for a 3 day 2 night trip to Anaheim, Las Vegas, Reno, or San Diego which included hotel and airfare for 2 adults.
The charts used will show the top ten vendors and the most relevant data. However, at the bottom of this case study, please refer to the data tables as well as the scanned copies of the archived files used for this case study for further analysis.
Furthermore, Persona Pitch was used by Trendwest from 2006-2008 but was purchased by Wyndham Vacation Resorts. After the acquisition, we have no more data that we are allowed to show for this case study.
Out of 54 competitors, Persona Pitch was the only vendor using human assisted soundboard technology.
2006: Top Ten Tours and Sales
For the year 2006, Persona Pitch generated 5790 appointments which resulted in the highest level of sales (611). In second place, Trendwest operated, Seven Summits Marketing was able to generate 6484 tours but only resulted in 548 sales.
Important Notice: While Persona Pitch was the #1 marketing vendor, 2006 was only the "Beta Stage" for this campaign.
Persona Pitch has improved performance over time as the software is adapted from agent input / script architects (shown in 2008 graphs).
First Impressions Effect The Bottom Line
Persona Pitch generated tours have higher consumer confidence. Persona Pitch is used for call centers in India and the Philippines to eliminate foreign accent. However, it is also used in call centers in the USA to increase the quality of every phone call. Local call centers are not immune to inadequate sales or customer service agents. This is the reason why Persona Pitch outperformed all the vendors in this case study.
Our technology makes calls that sound as if they were made by your best agent, on their best day, every single call. Calls that represent your branding and give the best tone and enthusiasm, on every single call!
2006: Tour to Sales Percentage
In this case study, there are 3 core marketing centers that Trendwest owned and operated (Ares, Seven Summits & Mount Olympus). These 3 core marketing centers were also given better leads than any other marketing vendor (warm leads from internal marketing).
Unforeseen by Trendwest, Persona Pitch was able to outperform all the other marketing vendors using a cold calling telemarketing strategy. One can only imagine the increase in numbers if Persona Pitch was used with these warm leads.
Furthermore, as seen from the picture above, Persona Pitch was also able to outperform these core centers in the tour to sales ratio.
Handwriting from the marketing director of Trendwest Resorts pointing out that Persona Pitch was able to outperform their 3 core internal marketing centers.
2006: Sales Volume
Although not directly responsible for sales (this was done onsite by sales staff at Trendwest Resorts), the tours that were generated by Persona Pitch had the highest overall volume of sales generated at $6.68 Million.
Evolution: Script Architecture Enhancement
In 2006, a Beta / Trial Persona Pitch campaign was launched for Trendwest. Even while in Beta stage, it was still the #1 performing solution out of 55 marketing vendors.
Persona Pitch continually improves over time. During a call, an agent has the ability to flag a call if the Persona Pitch system is not able to answer a question or deal with a rebuttal (agents can also go live when this happens).
The script architectures will then analyze this call to find out what went wrong. They will then suggest new recordings or hot keys to be added to the system.
The result is a system that is continually becoming more efficient and effective over time.
It is why a lot of companies start with a 500 hour per month campaign and then scale to 5000+ hours per month once the system is perfected.
Let's Take a Look at The Evolved System in 2008...
March 2008: TOP TEN TOURS AND SALES
Tours in March 2008 were 861 compared to a monthly average of 482 in the year 2006. This is almost a 200% increase in tour volume.
March 2008: TOUR TO SALES PERCENTAGE
Tours to sales ratio remains roughly the same in 2006 and 2008.
March 2008: Sales volume
Sales volume in March 2008 was $1.16 Million compared to a monthly average in 2006 of $515,000 . This represents a 200% increase in sales volume.
Sales Script, Data tables & Archives
Trendwest Fly Buys Script (Hybrid)
Hello is there?
Hi, this is (Tyler/Amy) with Trendwest Resorts. We are calling about the entry form that was filled out in a drawing for a car or 50,000. I'm showing on your entry form that you are at least 21 or older, and have a combined household income of $35,000 or more a year, is that correct?
Well I have some good news. We have a great gift down here waiting for you. It’s a 3-day 2-night trip to Anaheim, Las Vegas, Reno, or San Diego. And this includes your hotel and your airfare for 2 adults, so congratulations.
The only advertising, we do is word of mouth so all we ask from you, is to simply come to our show room to pick up your trip & we will just tell u a little bit about our company. You don’t need to buy or sign up for anything. The only thing you have to pay is the taxes, which is required by state law, but you don’t have to pay those till you actually take your trip. And you have an entire year to use your trip.
Now we’re located right off I-15 in South Jordan, if you grab a pen & paper, I'll quickly give you those directions, Okay.
Okay, we need to set up a time for you to come claim your gifts. We actually have an opening (Tonight/Tomorrow), how would that work for you?
We do have one (4pm, 6pm, or 8pm) appointment still available. Would that work for you?
Perfect, I am getting everything set up for you in the computer. Let me tell you what to expect when you come in to our showroom to claim your gifts. Check-in at the front desk with ID, we will have refreshments, etc., shortly after check-in will we have a video of all of our Resorts and have your personal rep introduce you to Trendwest and all of our vacationing opportunities we offer. All in I would plan on about 90 minutes.
Now, are you married or single?
Married: And does that time work for your spouse as well? Yes: Great, we do require that both you and your spouse attend the presentation and no children under 12.
Single: OK, well you are more than welcome to bring a guest, or you can come by yourself, it’s up to you. We just ask that you don’t bring any children under the age of 12. I will just go ahead and reserve 2 seats for you just in case.
Now I will send an email that gives you your gift details in writing and will also contain a map and directions. What is the best email address to send that to?
And we do like to get a second number just in case we need to reach you, like a cell or work number. Alright, everything looks to be in order with your gift package. I will shoot this information over to our Gift Coordinator who will be calling you within the next 10 minutes to finalize your gift package in the computer and give you your Gift Confirmation #. Do you have any questions?
Perfect, expect the Gift Coordinator Call in a few minutes and again Congratulations on your trip! Thanks, ba-bye!
2006 Vendor Performance Report
|Vendor Site||Tours||FD Sales||Tour to Sales %||Sales Volume|
|Seven Summits Marketing||6484||548||8.50%||6160394|
|OGDCN Referral Marketing||2795||335||12%||3626438|
|Mount Olympus Marketing Midvale||2528||192||7.60%||2007605|
|Broomfield Referral Marketing||2,420.00||293||12.10%||3,060,255.00|
|Trendwest Walk INS||2,142||219||10.20%||2,326,050|
|Draper Referral Marketing||2,129||286||13.40%||3,134,079|
|Boise Referral Marketing||1,148||181||15.80%||2,090,290|
|Englewood Referral Marketing||922||66||7.20%||696,750|
|Idaho Falls Referral Marketing||756||125||16.50%||1,331,570|
|SCA Gateway Marketing Escondido||562||31||5.50%||392,585|
|IH Sales and Marketing||503||45||8.90%||392,950|
|Bear Lake Referral Marketing||452||20||4.40%||315,570|
|Robyn Roman Marketing||300||24||8%||249,820|
|Vistoso Referral Marketing||193||22||11.40%||216,120|
|Titanium Tours Marketing||116||12||10.30%||154,170|
|Ask Shawn Tours||64||28||43.80%||417,360|
|Axis Marketing0First Street||48||4||8.30%||62,640|
|Intel Marketing Solution||32||5||15.60%||63,000|
|Onsite Referral Marketing||31||2||8.50%||25,200|
|NCA Trend Tel Marketing||9||0||0%||0|
|SCA Explorer Program||5||2||40%||21,060|
|MTN0 Direct Marketing||3||0||0%||0|
|Albuquenque Referral MArketing||2||0||0%||0|
|NCA Jnom Sacramento||2||1||50.20%||12,390|
|Road Shows & Dinner Program||0||1||0%||13,600|
March 2008 Vendor Performance Report
|Vendor||Tours||FD Sales||Tour to Sales %||Sales Volume|
|Trendwest - Walk Ins||270||38||13.30%||471,360.00|
|Coupon Canyon Marketing||106||17||8.10%||235,300.00|
|MTN0 Walk Ins||141||11||7.80%||142,020.00|
|SCA Dream West||5||3||60%||40,080.00|
|MMR Prepared Communication||8||1||12.50%||11,400.00|
|Creative Marketing Solution||0||1||0%||11,040.00|
|SCA0DGH Nampa 2||0||0||0%||0|
|Cache Marketing Alliance||18||0||0%||0|
|International Marketing USA||11||0||0%||0|