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3 Cards in this Set
- Front
- Back
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Inventive Targeting |
Incentives must be matched to the target audience Even a well thought out incentive must be tested on the front end and back end to measure the effects It's important to learn If the prospects and customers would have purchased and converted to customers just as well without the incentive In B2B lead generation & demand generation, programs use ebooks, white papers, case studies, templates or any free downloadable content has become the norm This content is used as an inducement to help prospects continue learning about a category, company or its products or services You can make the incentive too good - This can result in a significant loss for the campaign Finding the right balance of an incentive is important |
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Guarantees |
Help reduce response resistance - Eliminates anxiety that some consumers have responding to an organization that they don't know or unfamiliar with - Provides right level of comfort that some consumers need to provide personal information or respond - Guarantees can take many forms : A guarantee that personal info won"y be shared with others is a good way for organizations to get the info they need For B2B, a guarantee that no sales person will often increases response significantly A promise that an organization will confirm info or service request has become a best practice A guarantee of satisfaction should be part of any direct sale offer Consumers are hesitant to buy unless they know they can return a product that doesn't meet their expectation |
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"Keep It Simple" Helps Reduce Response Resistance |
An offer with too many choices can depress response - Choice creates indecision - Undecided customers often don't respond |
