Question

Topic: Strategy

Help Generate Leads

Posted by Anonymous on 11/12/2009 at 6:25 AM ET 500 Points
A nationally known, well respected student tutor company, has spent massive amounts of money on TV, RA, print and direct mail only to see responses decline to little or none during the past year. Owner has two stores, one market is in the top 4 in the country for highest revenue; the other, completely opposite. My task is to give him marketing strategies for the poorly performing store so he can get students through the door. Their services are personalized for each student that starts with a diagnostic test. Impressive results increasing grades, SAT scores and pass rates on state testing. Can you please give me some ideas on how to help him?
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RESPONSES

  • Posted by CarolBlaha on 11/12/2009 at 7:48 AM Accepted
    I would review first -- the well performing store. Analysis why they are so successful. This is the behavior you want to repeat.

    Then review the daily actions of the poor performing store. Do they conduct business the same way? Mt guess is probably not.

    Review all leads given to the poor store. Review that they were followed up on - and what happened if they did. Meet with him weekly, ask for a SOFT report-- Successes, Opportunities, Failures and Threats. Encourage what they are doing well. Coach them thru what they need to do better. And continue to inspect what you expect.

    As far as leads-- you tactics are too passive. You need be lazar sharp in your marketing and go to those who need you. Kids having problems in school. Kids with special needs. Kids getting in trouble cause they've lost interest in school. (The state of AZ plans prison expansion by reviewing 7th grade literacy scores!) Do presentations at PTA's and other groups --non commercial but about kids goal setting, and a hundred other topics you'd be able rattle off a lot quicker than I can.
  • Posted by Jay Hamilton-Roth on 11/12/2009 at 8:54 AM Member
    If the stores aren't too far geographically, swap the employees at the two stores (or swap 1/2 of them). This is similar to Carol's excellent advice of analyzing the well-performing store, but instead of simply interviewing them, let them do what they do, and them find out the problems they're having (and how they solve them).

    Location/demographics may the big difference. If the stores are far apart geographically, the difference may even be cultural. The poorer performing store may also have an image problem - poor results or stronger competition. Right now you need more information on what the problem is before you can solve it...
  • Posted on 11/12/2009 at 11:39 AM Author
    Thank you for suggesting that the problem must first be identified. The owner uses the same marketing plan for both locations, with the high performance store responding in force. The stores are approximately 40 miles apart, and yes totally different markets. Great suggestion on analyzing the employees' service by location. Unfortunately, the poor performing store needs business so the employees can service them. One of my strategies is to break in to the actual school system to perhaps provide mini presos for struggling students and to ask if company information can be given to the student population to carry home. Phil, I so appreciate the message of tutoring "future" lives. Any comments on exploring social media? THANKS TO ALL FOR THE SPEEDY AND VERY HELPFUL ADVICE!
  • Posted on 11/12/2009 at 11:41 AM Moderator
    Is the problem generating leads or converting them? Let's be sure we're solving the right problem.
  • Posted on 11/12/2009 at 11:45 AM Author
    generating leads for sure, conversion ratio at the poor performing store is 48% with their goal being 50%.
  • Posted by CarolBlaha on 11/12/2009 at 12:29 PM Member
    That is a great conversion rate. No red flags there. I would re-state what I already did-- marketing has been too passive. You need someone to get out there and go where the students are.
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