This way you can take advantage of both channels. First, you are taking advantage of the enormous reach offered by traditional media. Secondly, by using the frequency available on the Internet, you can improve your results.
Imagine a car company that already advertises on television. They can improve their ads for free by inviting interested buyers to send questions to an email address, say, ford@chevy. The company can entice customers with prizes, discounts or additional information.
Do you think if Ford took a similar step, they could collect 2 million permits? Certainly! And any dialogue that followed each of these resolutions would significantly promote the brand. A huge number of dialogues would become personal. This means that Ford could further make them meaningful, and as a result, turn them into visits to dealers.
The additional costs of this campaign are close to zero. They've already bought airtime. All online costs are fixed. No disadvantages, solid advantages. For a "whale" like Ford, the main problem is not money, but the coordination of the process, i.e., how to get TV workers, advertising agencies, new communication channels employees, marketing team and dealers to work together in a planned and purposeful way to complete the task. This is one of the reasons why small companies are the first to successfully apply this technique in practice. They are more mobile and adapt faster to new progressive trends.
What about organizing instant lotteries, wouldn't they be appropriate to attract doctors, lawyers and business professionals?
That's a good idea, but trust marketing does not deal with games and lotteries. It adapts the direct marketing method to create high-frequency, relevant, personal and expected communication with prospective clients.
If your client base of physicians is not responding to the "lure" of a trip to France, then maybe they are more interested in getting the latest news on new drugs or updates on the latest golf competitions.
Here is an example of the behavior of a Massachusetts pharmaceutical company.
The biggest challenge in launching a new drug after as approved by the Food and Drug Administration (FDA) is to force doctors to prescribe this drug to patients. To solve this problem, pharmaceutical companies hire hundreds and even thousands of sales representatives who have to work among doctors.
If the drug is valuable, sales representatives will focus on selling only this drug. With $140,000 a year in salary costs, plus bonuses and commissions, this is extremely costly.
Pharmaceutical companies need a live workforce because, over time, face-to-face contact leads to entry-level clearance. The doctor begins to trust the seller and looks forward to new information from him.
Now this company has begun to use e-mail to promote new drugs through personal contacts. The president of the company maintains contact with some of the leading doctors in the field by phone and email.
The opinions of these doctors (mostly research scientists) can influence the opinions of hundreds and even thousands of other doctors. In this particular case, a neurosurgeon asked a pharmaceutical company to provide data to the FDA. As a result of a long-term marketing campaign, he gained confidence in the president of a pharmaceutical company (and vice versa). The President emailed the surgeon a PowerPoint presentation (from MS Office) that was intended for the FDA on the same day it was sent to the FDA.
The doctor was delighted to receive the unique material . Thanks to the company's dedicated marketing efforts, he was able to showcase six original slides to 3,000 professionals at the largest conference in neurosurgery.
It doesn't matter what the "bait" actually is. The main thing is that it matters to your audience, strengthens its attention and contributes to an increase in the level of responses.
Professionalism does not exclude selfishness! Write it on a sign and hang it on the wall. America's favorite radio station is still WII-FM, and if you don't acknowledge this fact when talking to professionals, they won't waste their valuable time answering you.
4. Can Permission Marketing Help Branding?
After all, what is branding if not a sense of how popular a brand is with consumers? If I trust Ivory soap, I'll be more willing to let com
