Promotion Disappointment
Are you running a campaign or promotion that isn’t gaining the traction, interest or buy-in you were hoping for?
The solution is often pretty simple.
First you need to identify WHO within the target company would be the most interested in the offer. The right Title and then the right Contact Name. It’s really the key to success for every effort.
Illustrate WHY the offer is good for them — in a concise, easy to understand message.
Then deliver that message unilaterally to all the companies you have selected as your target audience.
This part is strategic and requires one-on-one messaging. Yes, by actually TALKING to the target audience.
Helps if you start out with some creative direct mail first to get their interest (even just a little bit) before you call.
On numerous occasions we have been invited to help ignite or get a promotion off the ground.
In the discovery phase, invariably the issue is that the message has either not been received OR it was simply sent to or delivered to the wrong person.
A good old conversation will bring you not only promotion participation, but a better understanding of what works and what doesn’t work within the framework of your promotion.
Here’s an example.
A Customer of ours chose to mail a brochure (multi pages) to a specific target audience. The brochure had a 1-800 number as a call to action if the prospect wanted to take advantage of the offer and also a website where you could enroll.
Once the mail went out to some 10,000 targeted companies, less than 40 people called or logged in to express interest.
That’s a pretty low response rate and hard to produce and ROI.
To prove a point, we took a small sample of that list (100 companies). We called to say: we noticed that you saw our brochure and went to our website. Can we help you with something?
43 were not the decision maker
29 went to the website but couldn’t use the required form
28 did not respond
That means 43% of the target audience was sent to the wrong contact, and 29% couldn’t take advantage of the offer because of technology issues.
The math says to me that had this effort been properly targeted, the response rate would have been fantastic.
If your promotion is not running the way you want it to, try the subset example and see what you can learn that will help you turn your effort into a WINNER.
ABOUT IDEA FACTOR
Idea Factor provides a full suite of marketing services including B2B lead generation (gathering qualified sales leads), surveys, data mapping, event tele-boosting, trade show follow up, in-bound and out-bound omni-channel call center services, data cleansing, list cleaning, customer retention and loyalty programs.
Our commitment to excellence in customer service has awarded us repeat business for more than 25 years, from both our global and community clients. To find out more go to https://idea-factor.com or look at our Services here.
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