Step 3: React. Generate Leads, Print Reports and Follow-up
Here's a look at what our clients see; it's called a campaign dashboard. The dashboard is a real time snapshot of how recipients are responding to the campaign. We can review our results and create reports that will show trends and responses for all respondents in real time. We'll also capture each recipients responses for individual attention.
The main selling point to cross media marketing is the ability to collect data for clients at various stages of the buying cycle. Hot leads are easy to identify and respond to...they are the ones with their hand up saying contact me now.
Many warm or "soft leads" need more information in order to move the sell cycle forward. While they may not be immediate opportunities, they often result in future sales. Industry studies have shown that a purl might receive as many as seven soft leads for every hard lead provided. Identifying and nurturing soft leads with the right information when they want it are benefits not offered with traditional direct mail.
We recommend offering a soft lead incentive, such as a white paper, if respondents are interested, but not ready to meet with a sales person.
For more information
If you would like more information on how you might effectively utilize a purl in your next marketing piece, please contact us via e-mail.