Single Throw’s founder and CEO, Larry Bailin, uses the unpleasant term to describe a phenomenon he finds equally vile: spending tens of thousands of dollars on Internet marketing strategies that just don’t work.
Catena’s existing digital marketing plan consisted largely of buying up search terms on Google and hoping they generated clicks from potential customers. The problem was, one of those search terms was “cheap used cars.”
For a dealer specializing in Land Rovers, BMWs and Jaguars, those three words are pure blasphemy.
“I’m sure if Ray himself knew he was being associated with the word ‘cheap,’ he would have blown a gasket,” said Bailin, who was honored last week as NJBIZ’s Executive of the Year.
Re-evaluating that approach allowed the Wall-based Single Throw to save Catena $60,000 — and quadruple the auto dealer’s return on its marketing investment, Bailin said.
“It’s about getting to the right people, not a shotgun approach,” he said. “That turns into revenue every time.”
That has been Bailin’s driving focus since the company launched in 2001: eliminating wasted dollars from already stretched marketing budgets and, most of all, generating leads for customers.
And not just leads — good leads that turn into paying customers.
“We’re a sales organization, and that’s how we position ourselves to our clients,” Bailin said. “We’re really good at finding customers, using the right tools in digital and converting them into long-term opportunities for our clients.”
Bailin launched his digital marketing agency, somewhat ominously, on Sept. 11, 2001.