The Magic of Lead Generation
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1 The Magic of Lead Generation May 14, 2015 Ruth Presslaff
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3 Half the money I spend on advertising is wasted; the trouble is I don t don't know which half. John Wanamaker Image: make- your- world.html Ruth Presslaff ruth@presslaff.com
4 Not the BIG Group Ruth Presslaff
5 The RIGHT Group Ruth Presslaff
6 Agenda: Make you a Wizard at identifying qualified leads for local businesses, while making money for your paper. Show you how 3 different ways combining surveys and s will create multiple levels of sales opportunities. Result the magic words we all love to hear from clients. Thank You. I d like to renew. Ruth Presslaff ruth@presslaff.com
7 One Sponsor Lead Generation Ruth Presslaff
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17 Multiple Sponsors Multiple Leads Ruth Presslaff
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19 Campaign Home Improvement Contest Identify qualified leads for home improvement- related advertisers, while growing your database and your revenue. Each property house micro- site displayed areas inside/outside of the house with each sponsored by advertisers (furniture, landscaping, roofing, insurance, realtors, etc.). Each advertiser contest form - survey to identify qualified prospects, included an opt- in question to savings offers/more information. The sponsor supplied a prize that one entrant will win. Upon entering the house, website visitors answered the sponsor questions, and (if not already in the property database) provided registration data (Name/ /Opt- in/zip/age/ Gender) in order to enter to win the prize. Contest promoted via , website, socially, on- air/in- print promotion over the course of 6 weeks. At the end of the contest, targeted s are sent to interested entrants which include information/special offers to contact/visit the sponsor s business to complete their home improvement project. Ruth Presslaff ruth@presslaff.com
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34 Data Leads for MANY Sponsors Ruth Presslaff
35 Survey Your Audience Uncover web visitors needs this holiday shopping season. Ruth Presslaff
36 Survey Your Audience Uncover web visitors needs this holiday shopping season. Ruth Presslaff
37 Survey Your Audience Uncover web visitors needs this holiday shopping season. Ruth Presslaff
38 The Magic of Setting Expectations: Qualify Your Leads Quantify Client Expectations Ruth Presslaff
39 The Magic of Small Numbers: What s a lead worth to your client? 10 new people to test drive a car. 7 new homeowners to consider updating their kitchen. 5 new families at a private school Ruth Presslaff ruth@presslaff.com
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42 The Magic of a Unified Database Ruth Presslaff ruth@presslaff.com
43 Database Ruth Presslaff
44 Segmentation Windows & Doors Remodeling Automotive Heating & AC Holiday
45 Not the BIG Group Ruth Presslaff
46 The RIGHT Group Ruth Presslaff
47 Questions? Ruth Presslaff Ruth Presslaff
48 Marketing Generate Recurring Sales Revenue Promote Your Print and Digital Content Renew/Convert/Acquire Print and Digital Subscriptions Contests Generate Advertising Revenue Engage and Reward Subscribers Identify Prospective Subscribers Surveys Solution: Dat- e- Base & Expertise Learn more about subscribers/non- subscribers Identify Qualified Leads for Advertisers Acquire data to support marketing and advertising sales Ruth Presslaff
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Five Email Campaigns to Improve Subscriber b Loyalty
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