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PTL 2.0 Select Prospects and Match to Campaign


Goal:

• To take the selected target market, and build database of basic info on the members, then use a marketing campaign targeted to the needs of these prospects.

Outline:

1.0 Specify Target Market
2.0 Select Prospects and Match to Campaign
3.0 Convert Lead to Contact
4.0 Gather Contact Data Details

Resources:

  Checklist   Marketing Support
  Dialog   Training
  Forms   Tutorial

Details:

Intent:
    Harvest from a target market a list of prospects that might have similar reaction times. This allows us to build campaigns that are associated with those reaction times. Ultimately the prospect list is comprised of people you have not made contact with but that you wish to build a promotional drive towards.

Benefit:
    The benefit of managing this allows us to tailor campaigns to the prospects specific needs. It would increase our statistical advantage in our attacking and profiling certain types of customers. The more information we have from a prospect standpoint the narrower our campaign might be.

Examples:
    A project that is a 20,000 square feet residential project is not going to be built as fast as a 3,000 square feet residential project. One campaign would have a different timeline than the other campaign; you might also create Marketing Resources specific to the type of content you are marketing to.

Definition
    Prospects are potential customers that can be divided into groups under a target market that is assigned to a specific campaign. Prospect lists can be divided into many categories; for example, they can be divided by geographical region, alphabetically, or broken up as every third name as a sampling or test case of prospects. Once you’ve established a category, certain actions are assigned to it.