So you want to design a
lead generation campaign?
We have a number of steps you could go through.
If you have very little experience you may need
to go through each in turn. If you have lots of
experience you can skip right to the last three
steps and have it done in minutes.
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If
you don't have the time or interest to go
through these steps yourself, contact KMA (see
right) and we'll do it for you. |
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A step-by-step process for
designing a campaign |
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Step 1: Media |
These are the raw materials for
constructing your campaign. This step gives you
an overview of what works and the best places to
use each type of medium. If you already
know this, skip to step 2. |
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 | Mail, email |
| Telemarketing |
| Events |
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Step 2: Multi-touch |
Everyone salutes the wisdom of multi-touch. If you don't know why, or if
you want to know if people just salute it or
really believe it, read this section. If you are
already a multi-touch guru, skip to step 3. |
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| Conditioning |
| Awareness |
| Increasing response |
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Step 3: Expectations
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Your plan will fail if it is not
built on realistic expectations. If you don't
know what results are reasonable, read this
section. If you are confident that you can make
good estimates, skip to step 4. |
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| Response rates |
| Lead rates |
| Win rates |
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Step 4: Objectives
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Execution starts at the front;
but planning starts at the end. If you already
understand this, skip to step 5. |
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| Working backwards |
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Step 5: Select a
structure
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Already know what structure of
campaign you will use? If so, skip to step 6. If
you want to review your main alternatives, read this section. |
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| One-touch mail |
| One-touch telemarketing |
| Two-touches |
| More complex structures |
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Step 6: Numbers
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If you have been reading the
previous sections, this is where you put the
guidelines to use on your project. If you
already know the sizes of your campaign, this is
where you specify them. But if you skip this
step, there won't be much point in doing any of
the remaining ones. |
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| How many records |
| How many leads |
| How many wins |
| How much revenue |
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Step
7: Costs and returns |
If you know your unit costs, just
enter them. If you don't know, this section
provides some ranges to use for each medium.
Utilize
expense to revenue ratios to measure the
efficiency of the campaign and to decide if it
is a good investment. |
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| How much investment? |
| How much return? |
| Is it a good deal? |
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Step 8:
Draw
pretty pictures |
You will need to describe your
campaign to all sorts of people (your
boss/colleagues, your co-funders, your agencies,
your callers, your sales reps). A big-animal
picture will result in much quicker
understanding. |
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| Worth a thousand words |
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