Clients & Accomplishments

Hennerberg’s direct marketing consultancy and creative services firm, established in 1992, has served many clients.   Here is a partial list:

• Assurity Life Insurance Company (term and guaranteed issue life insurance)
• AAA Life Insurance (AAA member term life insurance)
• D Magazine (the magazine of Dallas)
• Collin Street Bakery (direct-to-consumer food)
• Enterprise Warranty Group (extended vehicle warranties)
• The Land Report (magazine for landowners)
• DallasCEO (magazine for executives)
• D Home (magazine for Dallas homeowners)
• Saxon Mortgage (home mortgages)
• American Writers and Artists - AWAI (home study programs)
• Borano (handcrafted doors)
• Churchcastle Ltd (UK merchandise marketer)
• Taipan Financial (investment newsletter)
• Cryer Creek Kitchens (direct-to-consumer food)
• Merchant Bank of Texas (business lender)
• Nationstar Mortgage (home equity loans)
• CitiFinancial (automotive loans)
• Shari's Berries International (direct-to-consumer food)
• American List Counsel (lists, package insert media)
• Target Direct Marketing (college recruitment)
• EBSCO (magazine subscriptions)
• AAA Carolinas (member-based travel and road service organization)
• Dow Chemical (chemicals)
• Williamson-Dickie Mfg. Co. (“Dickies” brand clothes)
• United Lending Partners (home mortgages)
• Harmony Travel (cruises and tours for Barbershop Harmony Society members)
• Diamond Fitness (fitness equipment, flooring, sports performance)
• Santa Barbara Charter (charter airline company)
• Benefit Concepts (business succession plans and insurance)
• U.S. Marketing Corporation (credit card marketing)
• Skrudland Photo, Inc. (photo finishing)
• Sigma Micro Software Corporation (catalog software)
• Lyrick Studios (Barney® Fan Club)
• Small Business Worldwide (B-to-B portals)
• American Pools & Fountains (outdoor pools)
• Beckett Corporation (water gardening)
• ACP Systems (automotive business software)
• Womeninc.com (women’s business resource)
• GTE Supply (telecommunications)
• McCormick Advertising (agricultural communications ad agency)

Accomplishments for Clients

New Package Beats Control by 67%. With the repositioning of a food product, and using proven creative techniques, a new direct mail package was tested for a client in Fall 2002 that turned out to be the best package they had tested in years. This same package was retested in Fall 2003, and it again beat the control by an incredible 67%. Direct marketing consultant Hennerberg wrote copy for this package, with design by Perry Steinhoff, of Vital Clarity.

Another Test Best Control by 65%.  There must be something about “the sixties” when in Fall 2004 Hennerberg and Steinhoff created a new package for a financial services client that beat their long-standing control by a phenomenal 65%.

Expanded Catalog Increased Sales. In a joint effort with Perry Steinhoff, Hennerberg paginated the flow of the book and wrote copy for a 32 page catalog tested against the 24 page control. The additional pages enabled larger presentation of the food products in this catalog, along with longer copy. The results? The 32 page catalog conclusively performed better overall with a lift in performance of 23%. Incremental sales far outweigh the incremental cost of the additional pages.

Created New Product Success.  For a co-branded financial services test, our creative surpassed the client’s plan by 50%.

Cleared-Out Excess Inventory. For a B-to-B client, Hennerberg crafted an inexpensive personalized direct mail package that cleared-out blemished inventory that could not be sold in the retail sales channel. The package was produced and mailed in-house by the client to a select list of 500 OEMs at a cost of about $1 per letter mailed. The effort resulted in sales of $65,000, or a ratio of $130 in sales for every dollar spent on marketing.

Better Class of Customer. For a consumer products company whose two-step direct marketing program was suffering declining results, a new media strategy was researched, analyzed, tested and implemented that proved to generate a better class of long-term customer. Through a balanced portfolio of direct marketing approaches, this client was able to confidently change its new customer acquisition strategy.

Profitability Increase Over 300%. After an exhaustive investigation of the sensitivity of results through lists, offers, and creative, the profitability of a client increased over three times during a six month period after reviewing pricing and use of its customer database to maximize its profit potential. Tests using statistical validations enabled this consumer marketer to make fast decisions more confidently.

Established Direct Marketing Department. As a direct marketing consultant, Hennerberg has created the infrastructure within companies for direct marketing departments that previously did not exist. Once established and support staff is trained, he recruits and trains the head of the new department to enable client companies to quickly have in place operational and functional direct marketing departments.

Increased Profits 50 Times. For a consumer catalog, after analyzing product sales, square inch performance, and the merchandise mix, the catalog was repaginated and rewritten resulting in a sales per thousand increase of 14%, an average order increase of 22% and a profit-per-square-inch increase of 50 times (5,033%).

Increased Purchase by 51%. An innovative split test was implemented using the power of market research and database development. Two groups of customers were identified in a retail distributor sales environment. The test group received a targeted spaced repetition direct mail program, and the control group received no sales materials. After the selling season, calls were made to both groups to verify purchase. Sales increased 51% in the test group using targeted database marketing.

Saved $121,000 for a Client. After reviewing the mailing costs for a client, Gary Hennerberg was able to save the client over $121,000 annually in mailing costs.

Increased Sales Over $2 Million with an ROI Of 72%. With an innovative database driven program working in a dealer / distributor distribution system, sales for an agricultural client increased $2 million over the control with an ROI of 72%. That client also achieved number one in market share for the first time in the product’s history, using a campaign which integrated direct mail, print and broadcast.

Redirected a Marketing Program and Saved Over $200,000. Based on the projections from a business-to-business manufacturing client, the creation of a lead generation and qualification program saved this client between $200,000 and $500,000 in added expense compared to the cost of traditional cold calling.

Explained Catalog Measurement in Easy-to-Understand Terms. The President of a catalog service provider wrote: “I would like to commend you on your ability to bring very complicated subjects to a very basic and understandable level. My personal thanks for a job well done.”