Investigative Prospecting


As a sales professional I always found it more productive to initiate informed conversations with my prospects vs. making tons of calls hoping to get a hit, i.e., someone who happened to be in the market for "xxx..."  I made fewer dials but had a significantly higher qualified appointment Read more

Marketing Lessons from My Furniture Mover


During most of March and April I've been consumed with selling my house and purchasing another.  From inspectors for this and that, to contractor estimates, to selecting the service providers who will move my household goods and furniture its been an overwhelming process of specing needs, soliciting bids, evaluation Read more

Intelligent Targeting


By now it seems clear that matching product or service offers to the consumers who need them, want them and are ready to purchase is the best possible marketing practice.  This is targeting, pure and simple.  Among the many goals of target marketing, efficient use of resources is one Read more

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Every Campaign Gain is a Win

December 15, 2011 Ann McCartan, DBMCatalyst Leave a comment  

We all set goals – email opens, email clicks, conversions, store visits, product purchases – for our marketing campaigns & programs. As we should! And typically those goals are high – 40% uplift, 20% incremental revenues or profits driven, 30% conversion. Many companies, especially when they are implementing more sophisticated techniques like multiple waves of communication or multi-channel initiatives, sometimes forget to factor in the type of audience they are addressing.

Consider a campaign to existing customers. If you are a service provider with loyal customers (those who have purchased from you repeatedly), you should look for modest gain. Hey, they already love you! Take the extra 2 – 3% gain over past campaigns and consider it well worth the effort. You’ve just retained a valuable customer who will continue to buy from you in the future. In one recent campaign, set to execute 4 communications to customers over 4 weeks, we’ve seen an 8% lift with just the first communication alone.

If you are looking for larger returns consider conducting an acquisition campaign. Those will typically drive higher returns with the right offer.

Remember that you are asking consumers to choose you and to trust that your product or service will provide ultimate benefit to them.  And remember that every campaign gain is a win.

Ann McCartan, DBMCatalyst

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