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Elixir at High Volume
Elixir at High Volume looks at how to maximize the value of today’s documents and online communications. This column is a mix of industry perspective, marketing expertise and general tips. It endeavors to address everyone who contributes to the process of distributing effective communications, as well as presenting customers’ views on what works and why.
Choosing Between Lead Generation and PR
By Denise Davert, Elixir
Choose between lead generation and PR? You don’t have to.
Budgets are tight and getting more so. For marketers, that can mean challenges in balancing the costs related to overall PR efforts along with the dollars required for lead generation to deliver immediate results to the bottom line. The former is required to maintain brand awareness and subtly contributes to sales but is often eliminated in favor of spending the money on direct leads --- especially when budgets are shrinking.
Transpromo affords any company the ability to integrate both activities easily and effectively --- all for the cost of doing current business.
A well designed communication strategy incorporates the two together with messages that may or may not offer specific products or services; a decision that can be made dynamically within the transpromo application based on any number of criteria known about the customer. And, as long as the communication itself is useful to the customer then it also contributes to building the company’s brand.
It goes without saying that a happy customer is more likely to look into purchasing additional products or services and transpromo is a way to remind them of the current value you bring.
Use the monthly statement or other business correspondence as a means to jog their memories of any special services or treatment these customers have received --- and do so on a customer-by-customer basis. For example, any customers who may have recently been assisted by your support group with a positive result. And for those customers who are simply continuing to use their products without incident (we like them!) take an opportunity to tell them how to get even more value out of their current product.
Transpromo techniques allow you to combine PR with traditional sales promotions to strengthen your customer relationship (and thereby your brand) and boost sales.
