Leveling Out your Lead Flow for Smoother Operations
The Holiday season is officially upon us. Sprits are high…and TV rates are even higher. This is the time of the year where most advertisers pull off TV, and most marketers focus on preparing media buys to resume December 26. Rather than just sitting back and sipping eggnog this season, why not take advantage of this downtime? Here are a number of ways other direct response marketers will be using the holiday season:
1) LOOK FOR ALTERNATIVE MEDIA
For many clients that rely on just TV or Radio, this time of the year is perfect for testing alternative media sources. The analogy is that you want many supports to your roof so that if one media source begins to fail, another is ready to take up the slack. If you haven't before, now's the perfect time to consider:
A) Adding a cash test to your performance-based advertising
B) Adding performance-based advertising to your cash media
C) National Magazine and Local Newspaper Display
D) Free Weekly Shopper --either classified or display
E) Opt-in Email through firms such as Full E-Media
F) Pay-Per-Click (CPC Advertising) such as Overture, Google, or Find What web searches
G) Contextual Pop-ups, Pop-under ads
H) Pay-for-Performance Affiliate Relations
2) REMARKET TO OLD LEADS/REVENUE ADD-ONS
3) THANK CURRENT CUSTOMERS
It generally costs 80% less to keep a customer than acquire a new one. Be sure to thank your customers for their business at least once a year. Now's a great time!
4) REWORK THE BACK-END
If your year-end profit results are lighter than you expected, use this time to hone the back-end of your operations. Consider:
A) Reviewing your call script for corrections, errors or improvements
B) Reviewing your fulfillment pieces. Can you eek out an extra 1% response with better copy or images?
C) Time yourself by seeding the list. Call in yourself and see how long it takes for your firm to get back to you. The faster you respond, the higher the sales conversion.
D) Talk to your operators. Are you consistently getting questions asked that might be better explained within the commercial?
5) CHECK YOUR ONLINE CONNECTIONS
Look to average-out your expensive offline media with a tighter integration online. Be sure to have all keywords, common misspellings and recognizable "keywords" listed. For example, if you're advertising 1800-INK-JETS, consider adding a $.10 CPC listing on Google for your mascot, "Mr. Inky.” After all, you've spent many thousands of dollars to create the demand. Enjoy all the benefits of your hard work by reviewing the small details online.
5) ANALYZE GOOD CUSTOMERS AND KICK OUT BAD CUSTOMERS
We're looking at customer profiles that provide both revenues and profits. First, we're using CLARITAS PRIZM Ne to look at both leads and sales. If we find a large disparity between whom we're getting as a Lead and who is not turning into a Sale, expect alterations in our media acquisition. We'd rather our clients spoke to fewer, but more qualified prospects. That way they can spend their time driving the bottom line… or drinking eggnog.