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Marketing Leads - Facts:

Monitor the time from the shipment date of the fulfillment package. If the bounce-back card is not returned within a specified time, send another one. After three unsuccessful efforts however, you can call it quits. Additional follow-up is unproductive. Analyze and compile the data from the bounce-back card and the original inquiry to classify the lead as qualified or unqualified.

Some inquiry management systems use the telephone to qualify inquiries. However, the telephone is costly when the volume of inquiries is extensive. A preferred method is to use the telephone for upgrading promising bounce-back respondents. The quantity is lower, and the success rate is higher.

 

Any purchase decision is an evolutionary process. The advertising industry has accepted a model developed by researchers Laving and Steiner to explain how advertising works. Their model is based on a hierarchy of effects in the communication process that move the prospect from awareness to purchase. Before purchasing action occurs, an evolution takes place; mentally, the prospect moves through a series of steps starting with awareness and ending in the purchasing action.

 

Within these stages of involvement, different modes of communication play different roles. Although responsibility overlaps, it's clear to see how direct marketing plays a significant role in the selling process. General advertising is most efficient in generating awareness, knowledge, and interest. Direct marketing's strength lies in encouraging evaluation, preference, conviction, and ultimately purchase.

 

These steps often require more information, whether that is delivered in a one-on-one conversation (in person or on the telephone), a product demonstration, an information filled brochure, or a World Wide Web home page on the Internet. To increase efficiency and cut costs, marketers should insist that each mode of communication is accountable for what it does best.

 

General advertising should be measured on its ability to generate awareness and consideration. With 40 qualified leads, as many as the two salespersons can follow up in one month. ZIP code selectivity helps to target mailings within a district. To keep a constant flow of leads moving to the field at an average of 3,500 a month would require 70,000 mailing pieces per month.

 

A year's campaign (12 months multiplied by 70,000) requires 840,000 mailing pieces.

 

More about Marketing Leads .   See also: Targeted Mailing Lists and Targeted Business Mailing Lists.

Response Makers - Marketing Leads