“Using the guide as our primary tool will see us generate up to £1,000,000 in new business”
The last three Common-Sense Marketing Revealed posts have been about how Richard Lomax is helping some ambitious companies to achieve their goals for growth. These ‘mini case studies’ attracted a lot of interest, so I thought let you ‘behind the scenes’ once again with another example of how the correct marketing strategies can generate big increases in sales revenues.
This week’s story is about Matthew Bishop of Morgan Bishop who specializes in designing and building bespoke Orangeries, Conservatories and Garden Rooms.
Matthew had recently set his business up and was looking for some marketing advice to launch his business. A friend recommended Richard Lomax to him.
The first thing Richard advised Matthew to do was to write a guide which focused on the important facts anyone who was considering buying a conservatory, orangery or garden room should know if they are considering having one built.
This guide formed the basis of a simple but fantastically successful lead generation tool for his business, which could be used not only on his website, but also on emails, direct mail and adverts.
The guide was titled, ‘The 12 most important facts you must know about orangeries, conservatories or garden rooms before you buy’.
The offer to request the guide was put up on Morgan Bishop’s website. It was decided that advertising in the local county magazine would target the right type of potential clients, so a campaign was organized and the advert was booked for several months.
The aim of the advert was not primarily to get potential clients to pick up the phone and contact Matthew, but to request the guide. The advert was therefore all about the guide and the reasons for getting your hands on it if you were considering buying an Orangery, Conservatory or Garden Room.
Richard’s team wrote and designed the advert, which included many strategies proven to improve response rates.
Here’s the advert (click to enlarge)
The Result ???
“On average we had 8 book requests per month – 90% coming from the County magazine advert and 10% from the website – ( www.morgan-bishop.co.uk )
The conversion to appointments is around 78%
The quality of these prospects is very good and conversion to sale is currently 44% but the gestation period from appointment to sale is often months or even years as our projects start at around £30,000 , so this will increase to an expected 60% over the coming months.
All in all, I expect our first full year of using the guide as our primary tool will see us generate up to £1,000,000 in new business.” Matthew Bishop
Would you like some help?
Would a clear and concise marketing strategy help you ‘see the wood for the trees’ (and help you focus on the most important aspects of your business growth)?
Do you think you could benefit from a realistic plan of action, and some experienced help with writing compelling copy for your web site, emails and sales proposals?
Well, if you want to see exactly how Richard Lomax might be able to help you, make you more accountable, and certainly make your sales revenues take a permanent turn for the better, then I strongly recommend that we have a brief initial chat, right now!
We’ll discuss what you want to achieve and the stumbling block you need to overcome. And we can then decide whether or not there is a good fit between us, and how Richard will probably be able to help you quickly get your marketing working much more profitably.
To find out more simply call me on 01692 538800, or email me on firstname.lastname@example.org with a brief explanation of your business goals and challenges.
P.S. We are an approved Growth Voucher adviser. Growth Vouchers can be used to fund marketing advice. If you would like to find out more about if you are eligible and how to apply give me a call Or apply here
Blog written by Sally, Marketing Consultant,
Richard Lomax & Associates
For more free advice and downloadable reports go to
Keith Horton2nd April 2014
Food for thought for a macro company!!