3G Marketing relies on call tracking for sustainable competitive advantage

Who's Calling empowers creative Los Angeles marketing firm to offer clients higher ROI and greater efficiency

3G Marketing is a full service marketing firm based in Los Angeles. The firm takes pride in developing innovative, practical strategies that generate strong business results for its clients.

"We specialize in financial services. The industry has become extremely competitive, which means we need to think creatively and work hard to make certain that our clients stand out from the crowd," says 3G President Jen Dilon-Mercuri. "Our strategies are designed to reach target audiences with messaging that results in sales activity. It sounds simple, but it's always a challenge in a complex, highly competitive economy."

To stack the odds in its favor, 3G relies on Who's Calling to track and measure the impact of the marketing campaigns it develops for clients – even when those campaigns involve multiple media such as radio, direct TV, direct mail, and outdoor advertising.

"When you're branding yourself in a crowded marketplace, you need a multi-media marketing strategy to attract attention and generate calls," explains Dilon-Mercuri. "At the same time, you need to know where the calls are coming from. You need to know which ads are working. And you need to know fast, so you don't wind up wasting your money."

3G also relies on Who's Calling to track and recover dropped calls. "Most companies don't realize how many calls they lose. Who's Calling acts as a safety net that catches those missed calls and turns them back into sales leads. When you consider the high cost of advertising and the minimal cost of call tracking, it makes sense to use Who's Calling on every campaign," says Dilon-Mercuri. "It's a small price to pay for increasing the return on your investment."

Proof of performance across multiple media channels

3G Marketing encourages its clients to integrate Who's Calling solutions into their campaign management strategies, says Dilon-Mercuri. "We explain to them that you need to track results so you can determine the return on your investment. If you don't track results, how do you really know if your campaigns deliver value?"

Dilon-Mercuri attributes a significant portion of 3G's ongoing success to tracking. "We track everything. That's the key to winning in this market," she says.

Although the majority of 3G Marketing's clients are established players with strong portfolios, not all of them are fully aware of the various marketing channels available to them.

"For example, one of our clients was hesitant about investing in direct response TV. After showing the client the results of previous campaigns, we were able to make a strong business case for direct response TV," says Dilon-Mercuri.

"We encouraged the client to produce a 30-minute infomercial. We ran it on consecutive Saturday mornings on a local station here in Los Angeles. The total cost was $36,000. The client received 455 calls and the total cost per call was under $80. Thanks to Who's Calling, we could track each and every call generated by the client's infomercial."

For another client, 3G Marketing launched a carefully designed direct mail campaign aimed at consumers with past credit problems. "We mailed 100,000 pieces and then tracked the responses. The campaign generated 1,043 calls. The client converted 9 percent of those callers into loan customers. The client was delighted with the result and the ROI was fantastic," says Dilon-Mercuri.

Dilon-Mercuri predicts that as the money supply tightens, competition among lenders will become even more intense. "The challenge here is that everyone is going after the same audience. Marketers who can't track results quickly and precisely will find themselves fighting for survival. If you can't track results, it will be very difficult to compete successfully," she says.

Tracking opens a window into a process that has traditionally been shrouded in mystery. "We had a client who had no idea that his telephone system had been dropping hundreds of calls. With tracking, we could show him precisely how many calls were coming in and how many were being dropped," says Dilon-Mercuri.

Another client approached 3G Marketing to help him optimize his ad spend. The client felt certain that his campaigns were effective, but he didn't know where the calls were coming from. "With Who's Calling, we showed him precisely which ads performed best for his audience. Now he concentrates his resources on those ads," she says. "It's a win-win situation."

Net takeaway

As media strategies become more complex and client expectations rise, accurate tracking and real-time analysis are critical capabilities.

Competitive agencies such as 3G Marketing in Los Angeles increasingly rely on cost-effective ad tracking solutions to support the campaigns they develop for their clients.

Who's Calling nails down proof of performance – swiftly, accurately and indisputably. Tracking numbers take the guesswork out of marketing for agencies and their clients.

Who's Calling is the nation's leading provider of call measurement and ad tracking services to agencies. Who's Calling empowers agencies to be more proactive with clients and more integrally involved in their spending decisions. Who's Calling enables newspaper publishers to provide clients with the best information, advice, and market research available for optimizing their marketing initiatives.

Who's Calling offers over 50 real-time reports that can be customized to fit your needs and the needs of your clients. To receive additional information about how Who's Calling can supply agencies with call measurement tools or to schedule your personalized demonstration, contact Who's Calling toll-free at 866-876-4000, or visit us online at www.whoscalling.com.

About Who's Calling

Founded in 1998, Who's Calling, Inc. is privately held, and a leading provider of managed services that overcome sales transaction obstacles with hard-hitting, strategic services that deliver immediate measurable results. Who's Calling pairs patented measurement and monitoring technology, sales and lead management services, call recording and monitoring, Web-based and personal staff training, and marketing services with research and results-driven methodology to increase sales transaction effectiveness and improve customer satisfaction for businesses nationwide. Who's Calling's North American client base encompasses more than 5,000 customers across 50 different industries. Clients include industry leaders such as Mazda North American Operations, AutoTrader.com, Hendrick Automotive, Lasik Eye Centers, Wells Fargo, Audi of America, Mercedes Benz USA, Yellow Book USA, Chicago Tribune, Los Angeles Times, Sears, duPont Registry and Mitsubishi Motors.

Call 1-866-688-9300 for a free consultation with your local Who's Calling consultant and find out why it pays to know Who's Calling.

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