April, 2008
Choose the Right Fuel to Boost your Marketing
A Guide to Lead Generation
PART TWO
No business advertises purely for the sake of advertising. Below is a brief summary of the most common types of lead generation campaigns to help you determine how to get the biggest bang for your buck.
REGIONAL PRESS ADVERTISING
83.9% adults read a regional newspaper, with coverage highest in the 45+ age range and the relationship of trust between the regional press and their communities make this a good medium for message.
Freesheet newspapers are usually published weekly. They have a high penetration due to the fact they are delivered free to homes in the neighbourhood.
Paid for titles are also usually published weekly. These are a useful media route because the consumer has actively bought the paid for title and this means they give high credibility to the newspaper.
DIRECT MAIL
Data can be purchased from a variety of sources and highly segmented allowing great control over the audience – and hence targeting of the message. Most successful direct mail is designed specifically for that purpose rather than comprising of a leaflet and cover letter.
DOOR DROPS
Description: Doordrops can take the form of “newshare” ie being delivered with a regional free newspaper or “solus” ie delivered independently with not other newspapers or leaflets. Campaigns can be designed to impact target specific demographic or localities. To ensure good response rate, materials should be designed specifically for purpose with a strong call to action.
RADIO
Description: 90% of consumers spend 20 hours a week listening to the radio and there is an increasing number of local commercial radios. A standard air-time package would consist of a number of commercial slots generally run for a minimum of two weeks, often characterised by an initial, awareness raising burst of activity followed by a reminder message through the period of the campaign.
E-BLASTS
Description: Email marketing can be an extremely effective tool with the proviso that your data list consists of “opt-in” addresses. The key to success lies in the strength and appropriateness of the subject line, but also in the quality of the website that the email directs people towards.
OUTDOOR
Description: Outdoor media is an excellent way of targeting a wide audience. The impact is huge and the viewings figures very large. Audience recall of certain poster sites is usually very good. Outdoor media can vary from 96 sheet posters, to phone box and wash-room posters to bus backs and taxis.
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.