April 9, 2013 Leave a Comment
It’s not enough to just generate leads for your product or service. Without a strong conversion focus the best lead is like expensive grass seed that goes unwatered.
We have a host of clients whose marketing pain points are really business problems, too: distribution channel concerns, plateaued growth, lack of customer data. These conundrums present like an evasive spring flu—feverish, enervating and costly.
Only unlike a stubborn case of cough-and-cold, the cost to organizations in lost revenue can easily be in the hundreds and thousands—or even millions—of dollars.
Typically, sales-driven organizations exhibit the same pesky symptoms because they have gone only so far with structuring their sales teams. What’s usually missing is a closed-loop approach that accounts for every lead, measures conversion, manages the sales decision process, and ensures that non-converted leads move to the Number One Prospect position in the next sales cycle.
If you don’t know your cost per lead and cost per sale, chances are your organization is sick. And you may not even realize it.
From the talented creative minds and hands of our colleagues at The Martin Agency, this quality-stock little tome is no cultural watershed (à la the Jonathan Livingston Seagull mania of the ’70s), but is nevertheless a sweet and clever homage to the somewhat beloved little Geico guy. It’s a great example of what you can do when there has been a long-term branding investment culminating in a brand character universally recognized by every conceivable focus group.
Note to lessers: see above paragraph, especially “long-term branding investment” caveat. The I-want-a-cute-animal-symbol-too minded need not apply.
Direct Choice Inc. is a full-service direct marketing agency that has worked with national and regional brands in a wide variety of vertical markets. In addition to this blog, you can also find us on Facebook, Twitter, and LinkedIn