Founded by Bob Perini in 1993, DrinkMore Water is the largest locally owned bottled water delivery company in the Mid-Atlantic. They serve over 15,000 residential and commercial customers located throughout the Baltimore Washington metro area—including the entire state of Maryland, all of Washington, DC and most of Virginia.
If you owned a bottled water company in the 90's, you marketed it via direct sales reps, print Yellow Pages ads, direct mail (Valpak, Coupon Clipper Magazine, etc.), sponsoring local events and maybe some TV and radio (for nationally/internationally funded or aggressive, high-growth companies). Having a website was an afterthought. At best, you had a 5-8 page "brochure-style" site with a little information about your company, products and service area. This is exactly how DrinkMore Water marketed the company and it described their website to the "T"—a brochure-type site with little to no traffic (and no relevant information about the few visitors they did receive).
As an engineer and MBA, Bob wasn't interested in marketing fluff. Anytime he met with an advertising sales rep, he'd ask, "What will the ROI be if I spend $XX,XXX on what you're suggesting." Rarely could he get a straight answer. As a result, he had devised his own system for tracking (as best he could) the response rates from every single marketing strategy. He did this by buying dozens of toll-free numbers and pointing all of them to his main phone number. At the end of each month, he'd go through his 100 page plus phone bill and carefully add up the calls from each phone number while entering the results in a huge spreadsheet with each of his various advertising strategies.
There had to be a better way...
Bob and Ben Landers met in 2003. Bob told Ben, "I've got two marketing problems that I'd like you to help me solve:
- 1. I spend about $20,000 per month on advertising and I do my best to track it, but I want a service that does it for me - tracks every single advertising strategy I employ and provides me with consultative reports telling me which strategies are working (and deserve a greater investment) and which should be changed or eliminated AND
- 2. I know that the future of marketing is online and I want to go "all-in" with the Internet—whatever that means, I want to move my advertising and marketing in that direction.
Over the next four years, Bob and Ben developed a turn-key service to accurately measure and track virtually any type of advertising to help business owners make smarter decisions and measurably increase their performance and return on investment. Using this system, Bob was able to eliminate $125,000 in wasted advertising expenditures.
With his background in website design and online marketing, Ben took DrinkMore Water "all-in" on the web. Today, DrinkMore Water has over 10 websites, 2 e-commerce websites and online marketing strategies like Pay Per Click and SEO drive nearly 80% of all DrinkMore's new sales
"Blue Corona created, implemented and currently manages my top three marketing strategies—Email, SEO and PPC. Using their tracking service helped me confidently eliminate over $125,000 in wasted print advertising and they continue to track every single one of my marketing campaigns."