Marketing Excellence Presentation: Moving Beyond Referrals: The Magic Bullet is a 5 Pronged Approach! (part 4)

If you came here for a “Magic Bullet”, it is doing 5 of the activities highlighted in the chart.

What the chart really says is that if you are not closing greater than 10% of the people you are in front of then you need to do something different. From our experience for any fast-growth business to be effective they must be doing 5 of these marketing activities under a “Portfolio” approach which should raise the close rate to 15% to 30%. And the better the job you do of profiling the higher your close rate will be! This is why market segmentation, targeting and profiling are so important.

An integrated approach to multiple marketing programs optimizes “Risk and Spend”. A typical email campaign will generate a 2% response rate. Direct mail perhaps 5%. But if you combine direct mail with email and phone calls 10% to 20% response rate is easily attainable.