Got Enough Leads?

© Copyright 2009 | Soleado Marketing | Confidential & Proprietary

Got Enough Leads?


2

Today’s Agenda

• The Million Dollar Question

• What Not To Do

• New Mindset & Approach

• ‘What To Do’ Workshop- 5-Step Process- Examples

• Tactics for Tight Budgets


3

The Million Dollar Question

How can I get more leads?

Direct Direct MailMail

E-mailE-mailAdvertisingAdvertising

Telemarketing Telemarketing / Inside Sales/ Inside Sales

Social Social MediaMedia

Public Public RelationsRelations Trade Trade

Shows / Shows / EventsEvents


4

What Not To Do

• Just do something! Just get it out!- “Whew - Sure feels good to check that off my list.”- “We need an update for the committee next week.”- “It’s already 2nd quarter? Let ‘er rip!”

• Let’s knock it out all at once!- “We can hit everyone on the list & save money.”

• We did that last quarter!- “Why isn’t the phone ringing?”

• What happened?- “Hmm. . . Did that work last year?”- “Where did our leads come from?”


5

New Mindset & Approach: Take Control

• Mindset:- Effective marketing is ‘sales’ on a macro-level.- Focus builds credibility, then success.

• Approach:- Maximize the ‘What’s In it For Me’ (WIFM) impact.

- Treat lead generation is a process, not an event.• Average 7-9 touches• 1st touch goal: Interest to raise the hand

- Measure, build on and learn from previous campaigns.


6

What To Do Workshop

• Step 1: Plan

• Step 2: Build

• Step 3: Execute & Follow up

• Step 4: Measure

• Step 5: Recycle


7

Build Targeted Contact List: Mission Critical!

QuickTime™ and a decompressor

are needed to see this picture.




8

Develop Targeted Message

• What are you selling? People . . . - Don’t buy products & services- Buy solutions to their needs, challenges, etc.

• Answer these questions:- What keeps them up at night?- How is this going to be better than X or Y?- What are the buying drivers?- Are they aware of the problem you want to solve?

• And - speak their language!


9

Example 1: Mobile Computer



Headline- Attention Grabbing- For ‘Cold’ Only- Clear Expertise

WIFM- A device that works in my

refrigerated warehouse!- Specific needs addressed

Visuals/Graphics- Attractive, relevant

design- Good use of space- Consistent with brand

Content- Reasonable

Offer/Call to Action- A demo if you want it -

if you do, really . . .


10

Example 2: Mortgage Broker



Headline- Appeals to a need, but

kind of ‘ho hum’ WIFM

- Can I get fast closings or free approval elsewhere?

- Laundry list of products/services

Visuals/Graphics- Attractive graphic- Clean design

Content- Missed opportunities -

including spelling Offer/Call to Action

- Can’t you see our toll-free number in CAPS?


11

Example 3: Day Spa Headline

- Not really WIFM

- Laundry list of products/services

- Who is getting married? Visuals/Graphics

- Attractive graphic- OK design, but went font

happy Content

- Missed opportunities Offer/Call to Action

- None




12

Example 4: Integrated Campaign





QuickTime™

and a decom

pressorare needed to see this picture.• Executive Letter

• Money Clip• $1 Bill• Attention

getting envelope• Theme label

Direct Mail

E-mail w PURL

Landing Page w Download

• Landing Page• Executive Brief


13

Example 5: Wireless Enterprises



QuickTime™ and a decompressorare needed to see this picture.


14

Tight Budget Tactics

Old Fashioned Letters!

Postcards / Flyers / Coupons

Pro Bono / In-Kind

Networking Events

Newsletters

Blog

Public Relations

Online Communities

Success Stories

Contact:

Carey Kauffman+1 [email protected]


Got Enough Leads?

Self Improvement

Transcript of Got Enough Leads?