The 2 Q’s
Posted by 
on Thursday, May 7, 2009 
at 8:23 AM 
in If you are a marketing services provider, or a marketer that needs to present an idea to management, finding the right value statement can work wonders.
There are plenty at your disposal – it might be that you can “increase response rates”. Or, that you can “streamline workflow process”, or “drive revenue”. These are all very good statements on how a well-run marketing campaign can bring benefits to an organization.
I was talking to a customer this week about an opportunity that they have with one of their prospects. The value statements that this customer is using were simple, but very effective.
Basically, they are offering this to their prospect:
- We can help improve the quality of your data, and the quantity of their data.
In regards to quantity, this customer is offering a direct mail and email campaign that will contain personalized URLs. When each recipient visits their URL and landing page, they will have the opportunity to enter the contact information of their associates. The system will generate and send an email to each friend, letting them know about what the company offers.
Yes, this customer is going to help increase the quantity of leads on hand, without needing to buy a new list.
The quality factor is just as important. For the existing mailing list, the client has standard data. Name, address, email, phone… But they do not know much else about their prospects. Thus, the landing page has a few questions that seek to learn a bit more about each person. The questions seek to find out the specific problems that individual faces on a daily basis. They also ask look to collect other areas of interest for that person.
With that new data, the client will now be able to follow-up on their leads with information that specifically appeals to each person. Rather than explaining all of the problems that they can solve, they can focus on the solutions that address the problems each individual faces. Also, they can use that data to personalize future mailings, emails, landing pages, and more.
So, while it may seem a bit simple, “quality and quantity” can still prove very effective in selling and launching new marketing initiatives.
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