Background Information
Discover our Town Inc. was started by successful businessman and marketing innovator Dennis
McGarry as a creative solution to the advertising challenges facing his existing company,
Personal Legal Plans (PLP), and many other businesses today.
Since McGarry founded PLP in
1981, his company became a leader in offering professional legal, tax, and financial services
to homeowners in the metro areas of Atlanta, Charlotte and Greensboro. As CEO, McGarry
implemented a variety of direct marketing approaches and steadily grew PLP’s client base, which
today exceeds 300,000.
Advertising Challenges
Yet even with 27 years of successful business experience, McGarry began facing new hurdles as consumers
became less receptive to once tried-and-true advertising media, such as television, radio, newspaper
and direct mail. Despite spending millions of dollars on advertising and countless hours testing various
marketing channels, he was frustrated by diminishing returns on his expenditures. How were PLP and
other businesses going to effectively reach prospective customers in this new environment?
Innovative Solution
Changing gears, McGarry searched for a more personalized and cost effective marketing program. After
extensive test marketing for PLP, the future of advertising brightened as he discovered the positive
results of in-home, person-to-person marketing.
Expanding upon the old “Welcome Wagon” concept,
he found the untapped potential of having community Ambassadors deliver gift baskets to not only new
homeowners but also homeowners with higher disposable income. McGarry recognized that having the Ambassador
present the Sponsor’s promotional gift offer, along with a “live” testimonial about
the company, trust and credibility were created in the eyes of the consumer. In turn, the consumer
placed greater value on the Sponsor’s offer.
Thanks to this new approach, Discover Our Town has
already helped PLP enjoy dramatic sales results with lower marketing costs.
If you would like to hear
more about Discover Our Town or find out how to be part of a select group of non-competing Sponsors,
please contact us. |
