CPO Cast Studies - Invisible Fence Company

Invisible Fence Company (IFCO)

Situation: Invisible Fence had been on the market for 25 years and needed high-impact advertising that could be seasonally adjusted, generate qualified leads for local dealers and educate consumers on product safety. Prior print efforts had not achieved these objectives.

Solution: CPO moved IFCO's national umbrella program from print to cable television and placed :120 and :60 DRTV commercials on targeted networks within tightly controlled time frames. A call routing system was designed that could bypass IFCO's national call center and send qualified leads directly to the nearest dealers.

Result: CPO has generated over 40,000 qualified inquiries over the past years; reduced lead costs by 50% and enabled dealers to set up appointments on the spot. By adding the website url to the commercial spot in 2000, website visits to the dealer locator section, continue to rapidly grow.