Case Study

Title: Computer Repair Business: Number Of Calls Up Over 10 Times, Profits Likewise.

My client is a local small business that provides 100% “On-Site” Computer Hardware, Software, and Network repair/support services for small business and home computer users. They are approximately 14 months old and have been working with Y2Marketing for nearly 3 months at this time. They have 33 Microsoft Certified Technicians available (on-call basis) and a central dispatch operation to respond to customer calls and dispatch of services.
 
Previous to me showing up, they had engaged in a “guerilla” style marketing program for nearly 11 months that included placement of roadside signs in neighborhoods and in key intersections, placement of a few fliers in the newspaper, flier distribution across a number of common areas at the University of Florida Campus, and a cable TV ad campaign. These campaigns the client as an organization that could “Do It All” with a typical punch list of the kinds of services they provide (network repair, hard disk formatting….etc…).
 
Their results from this 11 month effort:
 
- Average number of calls M-F = 4
- Average number of calls S/S = <1
- Cost per hour charged - $50.00
 
The owner is full of passion and wants to grow. He listened to the Audio Book and I provided several hours of FREE consulting over a period of 9 months when asked to critique his work.
 
We entered an agreement (15 year contract) with a contingency payment of 18.5% on every dollar they earn over their current performance with a tiny annual retainer fee.

Since we have started working we have done the following.
 
1) Increased the hourly fee from $50 to $65 with a $130 fee for emergency services.
2) Placed new ads in the yellow pages of 3 different phone books. At this time 1 of the phone books has been issued (about 45 days) and another just hit the street this week.
3) We have done a radio spot and we have issued newspaper fliers to specific target zip codes.
 
Current results:
 
- Average number of calls M-F = 42.5
- Average number of calls S/S = 13
- Cost per hour charged - $65.00 (now at $75.00)
 
The daily call volume is going up at a steep rate as the second phone book is distributed….we are tracking each phone book.
 
Here is what we are focusing on….

We guarantee a 60 minute response…we get to you FAST!
We do this with 33 technicians that are on-call 24/7
You will always speak with a REAL person.
I can go through the ASA points if you want….you will see in the ad if you want too.
 
We always offer a coupon offer for $10 or $15 off on the first hour of a service call.
 
My Client is THRILLED.