Marketing Plan
The feasibility of lead-generation programs for consumer products is usually dictated by price point and available channels of distribution. The unit of sale inherent in package goods, for example, obviates the practicality of a lead, generation program, except in the case of a cents-off coupon co-op. However, lead generation programs do make eminent sense for the likes of a lawn care service where the expenditure is around $700 a year. Or for refrigerators, air conditioning, freezers, or insulation—each a considered purchase of magnitude for the consumer, some manufacturers sell major equipment directly to the consumer.
| Marketing Plan info: The primary objective in business-to-business lead generation is to get qualified leads from prospects who, in effect, raise their hands and say, "I'd like more information about your proposition." The thrust of the promotion can be as simple as encouraging prospects to request literature with an inducement to order by mail. Telephone follow-ups of those who request literature are often an integral part of the lead-generation program. There are three overall types of lead-generation programs. Although the principles that govern them are the same, the needs that dictate the programs differ. See also Direct Marketing Lead Generation. |
Response Makers - Marketing Plan