Question

Topic: Customer Behavior

Using Ipod/pro Tix Promotion To Move Customer

Posted by Anonymous on 9/2/2005 at 12:15 PM ET 250 Points
I am the marketing manager for a startup that normally has a fairly easy sell to our prospects - commercial and industrial businesses. If they sign up for an agency-funded program through us, we pay them monthly revenue for that participation and we manage everything in that program for them.

It's usually a no-brainer, but it seems our sales in NYC flounder in the proposal to signed agreement stages because our prospects don't prioritize the evaluation of the offer and/or signing of the agreement.

So, we were thinking about appealing to a prospect's personal motivation rather than his/her business motivation only with an iPod or professional sports tickets promotion in order to elevate the importance of our proposal/agreement and shorten this sales cycle.

We're willing to experiment with a small group of prospects (10-15) but I've never done a promotion like this and don't know where to start.

How do I structure the promotion? Do you think it will work?
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RESPONSES

  • Posted on 9/5/2005 at 12:08 PM Accepted
    We use this technique often. The offers are directed at first the decision maker and alternately the influencers who support the decision maker.

    You have to be careful not to weaken, cheapen or do damage to the product by making an incentive offer.

    We have found that a strong and sound consulting product such as an audit or evaluation of practices will catch the eye and influence the invitation in the door.

    Closing the deal is another matter and we have from time to time offered the management an educational package that is in line with their goals. For example, a banking client might be more inclined to close the deal if he or she thought that the free seminar on "Online Banking Security" was of particular value to them. We pay for the seminar ticket or sponsor the event. Cost is deffinately factored in here. You have to stay financially in the box while thinking outside.

    The whole idea is to get the contract without losing the clout you have worked so hard to build.

    IPODs and toys are not going to build your brand and product programs. These promotions are great thank you gifts after the fact. Unsolicited but, appreciated.

    Build value into your offer. A win win solution is undefeatable.

    Good Luck

    Carl
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