Clients > Value Line

Value Line


A well known direct seller of investment information was experiencing declining response rates to its introductory offer.


What was causing the decline in conversions from the trial offer? Were Value Line’s customers going to the competition? Was the offer still relevant? What could have changed?


Greenway Marketing assessed the situation by analyzing Value Line’s customer base. A demographic database was over-layed with response data. Greenway’s analysis revealed that trial members of Value Line were significantly older than the average investment advice seeker. Value Line had to update its offer to fit the needs of its prospect base.