REMOVALISTS

Case study on Sydney furniture removalist Man and His Van

Introduction to Removalists Man and His Van.

Man and His Van is a leading Sydney based furniture removalist. The company specializes in local and interstate removals for both home and office. Man and His Van own and operate four storage facilities located near Manly, on the Northern Beaches of Sydney.

Advertising at Removalists Man and His Van

Around 1999-2002 Man and His Van were spending in excess on $140,000 per year on advertising in the Yellow Pages directories. The removalist company spent large sums on graphic artists to design what should be effective and eye catching advertising. The company "assumed" that this was money well invested, at least that was the sales spin from the yellow pages rep.

After 2002 Man and His Van removalists starting surveying all customers actually booking work with the company. Questions asked by Man and His Van included: how did you hear about the company and from which advert did you obtain the number. This survey became even more comprehensive after Man and His Van introduced an integrated software package for transport operations, the package used will not allow the salesman to book a job unless all the survey details are included. This may sound like a lot of pointless work but the results make fascinating reading. Obviously Man and his Van guard this collected information very closely, however we were allowed access to the section on Yellow Pages which has saved the company over 1 million dollars, so far, in wasted advertising expenditure. Basically, the yellow pages advertising for Man and His Van Removalists was not cost effective. In fact, some adverts did not even generate the revenue (let alone the profit) to pay for the actual advert. Furthermore, the yellow pages advertising let to many hours of wasted time on the phone as potential customers shopped around and in the process tied up salesmen for long periods.

These days at Man and His Van the phone actually rings less than it used to; however ,customers that phone usually book. The majority of these customers are repeat business, but a significant proportion now comes from internet search. To quote Bob Comport from Man and His Van " these customers have seen our web site, they have read the information, they know the pricing, they know how we operate: they just want to book".

WORK IN PROGRESS

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