Marketing Direct to Consumers
In supporting a sales organization, it is often necessary to maintain a steady supply of leads for all members of the sales force, in all seasons. This introduces a new consideration into media planning, as it is often necessary to mail or advertise in seasons that might be comparatively unresponsive. It is more important to keep the conversion rate high in most cases than to maximize the cost-per-lead figures. Often leads come in geographically in a manner that brings in more a leads in some parts of the country, perhaps the West or rural areas.
Other areas need supplemental programs, sometimes using regional publications or local compiled lists in order to keep the sales force content.
Full Service Marketing
Website Promotions
Marketing Direct to Consumers info: At LaSalle Extension University we called this a local support program. Too many leads sent to one salesperson will be "burnt off." The sales person will prejudge them, and pick and choose the ones his or her hunches (almost always wrong) say are the easiest to sell. Too few leads sent to other salespeople will cause them to quit their jobs because they are not making enough money. There is a chicken and egg dilemma in terms of planning for lead selling. Do you plan your lead supply to satisfy your sales force? Or do you plan on your salespeople making the best of their situation. See also Direct Marketing.
Response Makers - Marketing Direct to Consumers
