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Learn more about Direct
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Learn a few secret techniques that only AVI Digital has discovered. If
you get a chance, take one of our free Mini-Seminars or attend our
Powerhouse DM BootCamp, and you'll learn many examples of these Tricks,
Tips and Secrets. We also have a Free DVD mini-seminar on Direct
Marketing, available FREE.
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a journey in Marketing - start here...
MISSION
POSSIBLE
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How does London Drugs out-sell
all
other Drug Stores in North America? |
 London
Drugs ranks at top in Drug Stores Sales
London Drugs is a
large Vancouver-based Drug Chain with many stores. In the Annual Association Convention for Drug Stores, London
Drugs ranks highest in sales-per-square-foot, by quite a large
margin over the best US-based Drug & Non-Food Stores. In fact, the
best US Drug companies, like Longs Drugs, barely manage $200 per square
foot, while London Drugs manages $400 per square foot. This is public
information, revealed at the Annual Drug & Non-Foods Convention.
It is quite an honor
for London Drugs to
 outsell
the big US Drug Store Chains
Apparently,
London Drugs wins regularly, and while the big US competitors have
studied London Drugs extensively, they have not been able to
match even half of what London Drugs sells. It's not a freak occurrence,
London Drugs simply dominates the sales charts.
So How did London Drugs
do it?
We were told this
specific technique by a former Executive at London
Drugs. He explained it to us very simply and concisely. And he gave us
permission to re-tell the story. He said "This idea is working
gang-busters right now, but like all ideas we'll probably have a better
idea we're using in 6 months." But London Drugs never did find a
better idea, and uses it today in every store. Our Company then took this idea and built
it into a $100 Million Dollar Marketing Success. Our first test was with
Kellys Stereo Marts - Canada's largest chain of Consumer Electronics
stores, at that time. See below...
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Kellys Stereo Marts
grew 30% using the Success Formula originated by London Drugs
With
Direct Marketing mailers, Kellys Stereo Marts experienced a 30% gain
year-over-year, when their normal growth was just 11%. This repeated
itself each year for 3 years, growing sales from $30Million to $65Million.
Later, the Secret
Success Formula, first used by London Drugs, was  modified for use in other
Retail Stores
After
Consumer Electronics at Kellys Stereo Mart, the idea was modified
and used for Nissan Automobile for their Nissan Dealers. In a
cross-Canada campaign for all Nissan Dealers, they achieved record sales.
Later,
Canada's Largest Chain of Paint Stores got the same mammoth sales
results - our benchmark goal soon became the 30% growth we'd attained at
Kellys.
 Birk
Jewelers achieves their first Million Dollar Saturday
Then for Birks Jewelers we achieved their
first-ever Million Dollar Saturday. They were so busy with sales that
their brand new NCR Cash Registers couldn't keep up. Our Direct Marketing
Program broke every record that Birks tracks. This technique worked so
well that we increased their profit margin and did not lower prices on any
items.
Performance Boost of 25%
at Canadian Airlines
We used the same techniques with Canadian Airlines and their Canadian Plus
Frequent User Loyalty program. Airlines sales grew dramatically, Canadian told us
that their Market Share grew from 33% to 51%. Sales grew to a Billion
Dollars annually.
Canadian Airlines credited us with increasing their sales by $2.25 Billion
during our ten years of  doing their Direct Marketing.
That's pretty good, considering they only spent $50Million for ten years
of Direct Marketing.
Secret Success
Formula
Then
we started to keep this idea secret and share it only with our customers. By this time,
the Secret Success Formula no longer
resembled the original London Drugs formula, but we still call this
program the London Drugs Secret Success Formula in homage to the brilliant marketer who
invented or discovered this Formula for the first time. To clarify -
London Drugs does not authorize or approve this "Secret Success
Formula" - it's where the idea came from. Note the London Drugs Logo
- or the trademarked words beneath "Nobody does it better".
BC Tel, now known as
Telus, revealed a 22 to 26% response rate from our Direct Marketing
Campaigns
 In
order to enter Marketing Contest at the DMA in New York, BC Tel got permission from its Head Office, to reveal their
extraordinary performance results. They publicly
revealed results of 22% to 26% in three different campaigns, done by us. Eventually we did about 300 campaigns for BC Tel, with similar
successes. The Direct Marketing Manager at the time, 
Diane
Armstrong said
"From you, we always get over 20% response in Sales, from your
competition we get just the usual 2% to 4% response."
Esso experiences 46%
Sales gain in three separate tests
When
our program
was launched for Esso Service Stations, they  achieved 46%, then 45%
then 46% Sales Growth with three successive campaigns. They had ordinarily
received 1% to 7% Sales Increases from conventional advertising, so 46% was off-the-charts
wonderful. At first, the Esso Head Office thought this was a mistake. Then
they tested with all 125 BC Stores participating. The
amazing results were extensively documented by the analysis folks at Esso,
and in Surveys, Esso Dealers said "You guys at Head Office finally
found something that really works." To watch the brief
video about this, Click
HERE
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Benchmark of
30% Sales Increase |
The Golden
Goose Denial |
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Most Clients who
tried the Secret Success Formula achieved our benchmark of a 30% sales
increase
We were getting good at this... In fact, every
client succeeded with this technique. Some did not quite achieve the full
30% growth, but most did grow 30%, or more.
Sometimes it
works even better...
 Sears Automotive, admitted they
got 1200 sales of a "test" automotive product - a Car
Ramp, when their usual response was just 57. That's twenty (20) times
better using our methods ! Sears sold out, then offered "Rain
Checks", then ran out of the Rain Check forms.
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Why would a client who'd gotten good results then
deny
that they had any results at all? It baffled us when this first
happened.
We'd had an Office Products Client, who'd had record sales with
every campaign from us. We'd send new prospective clients to him for a
referral. When none of the prospective clients called us back, we
checked to find out why. We discovered that the successful office products company was
denying they had good results. When confronted, he said "Why
should I encourage competition?"
We call this the Golden Goose
Denial because we liken it
to when you discover a Golden Goose that lays Golden Eggs for you.
(It makes you big money). At first, you want to tell all your
neighbors about your wealth-making. Then you go quiet, and keep it a
secret. We've all learned from the old Fairy Tale - Don't Kill
the Golden Goose. |
We realized we
better keep this idea Secret too
Consumer Product by Consumer Product we tested, modified
and launched, with amazing successes. And, except for a few chosen
Clients, we kept it secret. Why spoil a good thing? BCIT was actively
promoting its Marketing Programs at this time, and we made sure that none
of these successes were taught or publicized by BCIT or others. Still true
today. (BCIT does a fine program, and outputs excellent graduates -
they're just not taught these tricks of Marketing.)
Success with Industrial
Tools starting in 2006 and 2007
However, we'd never been able to get those same sales results
for business-to-business Industrial ,
For other B-to-B Clients, we'd increased their sales by 10-15-20%, never
quite the reliable 30% benchmark goal we'd achieved for Retail. But
we kept trying, changing and experimenting...
Our Benchmark Goal of
30% was achieved in Industrial Tools - why this is important to you
For KMS Tools, we developed
a strategy similar to the Secret Success Formula, which they incorporated
into their marketing. Due to Client Confidentiality, I cannot reveal their
results, but I can tell you they accomplished our benchmark goal of a 30%
Sales Increase within a 4-month period. Our exclusive arrangement with KMS
Tools has now ended, and we are free to do campaigns for other Tool &
Industrial Companies.
We're especially delighted by this, because this crosses
over from the original Consumer Retail to now include Industrial Sales.
This technique has now worked equally well for Business-to-Business
selling as well. Moreover, since Industrial Sales are often much higher gross
sales than consumer sales, the profits are enormous.
You might be asking
"If this Secret is such a big deal, then why haven't I heard of it
before?"
The
answer to that is baffling to us too. We've spoken to London Drugs store
managers and employees and they're not aware that they're executing a
"Plan". However they do admit that they are performing the
task as requested by Head Office. Once you learn the London Drugs Secret
Success Formula, you'll love your shopping at London Drugs even more.
You'll find the Secret to be obvious once you know it.
Would you like to
know more about the Secret Success Formula for increasing your sales by
30% in the next 30 to 45 days? We're offering a FREE Seminar to show you
the full details on this exact Secret, plus some other ideas we've
discovered. Register
below, we'll send you the Seminar Date, Location and Time. Seminars are 90 minutes.
Or
phone Doug White at 604-564-2455 to register.
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