February, 2008
How to get the Biggest Bang for your Marketing Buck
A Guide to Lead Generation
PART ONE
The Generation Game
Generating leads is the most important and at times the most elusive element of any business. 90% of all marketing spend in the hearing aid industry is spent in press advertising making it difficult to achieve the impact and response you need through this medium.
Luckily press advertising is just one of a wide range of lead generating activities you can choose.The key lies in knowing which one is the best for your business.
Brief Encounters
Choosing your media however should not be the first step. The secret to a successful marketing campaign lies in the planning and most importantly in the setting of realistic and achievable objectives. Media planning experts MacCormack Media Consultancy begin any consultation by going through a detailed marketing brief to help them understand their client’s business and industry and to establish their needs. The information they gather at this stage forms the basis of any future recommendations they make.
For businesses that don’t employ a marketing agency, MacCormack Media Consultancy recommend developing your own marketing brief as an invaluable exercise.
Questions to ask include:
- What is the background for this campaign?
- What are you trying to communicate?
- What do you want to achieve?
At first glance many of the questions may seem obvious, but answering them accurately and in depth can enable you to see your business with a fresh eye. Used well, developing your own marketing brief can help you to define your objectives and focus on the best activities for your business.
Download your complete marketing brief template and guide below.
Marketing Brief
(55k Word Document)
Coming soon …..
PART TWO of our Guide to Lead Generation – “Media Options”
Don’t forget that most CPD schemes will allocate points for reading relevant journals or white papers. Be sure to include the time you spend reading white papers on your personal CPD log forms.