Case Study:
Q&A with Robert Gerace of Computer Resource Center (CRC)

Computer Resource Center boosts brand awareness and streamlines their sales process with BWise Drip Marketing.

CRC Background:
Computer Resource Center (www.atlcrc.com) functions as the outsourced IT department for clients.  Typical clients are service businesses with 35 to 150 desktop users who rely on computers to get their jobs done.

Since many business owners struggle with wide cost variation or out-of-control IT costs, CRC's execution of their motto - "100% systems uptime, guaranteed, at a monthly flat rate" - offers a welcomed change.

BW:  What were your business development goals when you started drip?

• RG:  "Two actually: immediate sales, and long term branding/education.  The immediate sales goal was accomplished - we found companies that were experiencing pain and our message hit home with them.  The long term branding and education is still going on, and is working very well.  Our target audience now knows me as the CEO - they know about our company and what sets us apart from our competition.  And once they know about us, traditional methods of marketing (snail mail and telemarketing, etc.) are much more effective."

BW:  What were your new business development methods before drip marketing?

• RG:  "Before BW we were always searching for current, targeted lists.  It makes no sense for us to take on a client with 3 PCs and 75 employees (construction, lawn service, etc.).  BW gave us the ability to gain that focus, and keep an up to date list on a daily basis – and to reach that list with a reliable form of e-marketing.  So, prior to BW and drip marketing, we were inefficient in our ability to communicate our educational message as we were not quite sure we were hitting our target audience."

BW:  What has worked and what hasn't?

• RG:  "The immediate response when we started has paid for the cost of BW for years to come.  We get less immediate response from the drip currently, and we are not sure why.  We change our message frequently to keep it fresh and perhaps that is it.  It’s easy to tell what works and what doesn’t — we get huge spikes on a message that resonates — giving us immediate feedback."
  
  "Also, now that the emails have gotten our message out there, some of the other call-ins and inquiries that we are getting may have originated from drip marketing.  Marketing is a long-term process of many different touches in many different ways. It is impossible to know for certain what caused each client to buy…but drip is a strong force behind our success."

BW:  Care to share any ROI numbers?

• RG:  "Our ROI is off the charts.  Within the first two months we closed two deals that earn 150% of the annual cost of BW each month!  BW continues to be a critical partner in helping Computer Resource Center, Inc. get our message out.  It’s a very positive thing because it is a green solution (email vs. paper) helping us locate business owners who are frustrated – and communicate our message that these same owners can have rock-stable IT for a monthly fixed rate. This is a true win-win-win where BW profits for helping CRC to profit by helping its business clients to profit."

Click here to find out more about Drip Marketing

  Robert Gerace
  President
  Computer Resource Center, Inc.
  Alpharetta, GA
  Data Backup & Outsourced IT