Respones Management

How do you respond when your prospects are ready to respond to your marketing campaign?

When you spend between five and ten thousand dollars in marketing or advertising, you will probably create a 90 second love affair between you and about a hundred people who think they should ‘learn more’ about your offering!

When you spend between five and ten thousand dollars in marketing or advertising, you will probably create a 90 second love affair between you and about a hundred people who think they should ‘learn more’ about your offering!

How your organization behaves during those golden 90 seconds will really determine the prognosis of your marketing campaign. When a prospect is ready to respond, you should:

• Provide all available avenue for them to get in touch with you
• Be available to receive their response 24 hours a day, 7 days a week
• Instantly acknowledge receipt of their response and provide feedback to them immediately

Imagine what will happen to your responses if you are unable to open your store on the day the coupons are valid! Imagine what will happen to your responses if the phone lines are busy when they are trying to call you. Imagine what will happen to your responses if your business reply card has a wrong address!

In marketing terms this is called 'frictional data loss'. It is a worst kind of loss to a marketer because this loss negates the effect of all the hard work that went in to the campaign. A strong creative & concept that was targeted to the right audience with the right message at the right time generates the perishable feeling of 'I want to learn more' in the hearts of a small subset of your target audience as a result of your marketing effort. Frictional data loss reduces the number of people who actually make it to your door!

At eLaunchers.Com a technology enabled response management process attempts to reduce your frictional data loss. Our landing site solution is a reservoir of emotions between stimuli and response. Depending on the size of your marketing campaign and your segmentation needs, we will deploy the right solution for you.

Here is the A B C of On Line Response Capture Process:

1. Include a campaign specific URL on every direct marketing campaign: Direct Mail, Email, Direct Response TV, On-Line Advertising or Print Advertising. Don't push prospects to your home page.
2. Give more information about your offer and ask for their contact information. They got your message, they are on your landing site, they want to learn more... they will be happy to share their information with you so you can contact them.
3. Make it interactive. A 'FTAF' (Forward to A Friend) button allows your prospect to share your landing site with a friend or colleague who they think might be interested in your offer. Peers talking to peers about your product... now that gets results! An 'Add to Outlook' button allows them to add your event right in to their Outlook calender.