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2006-12-10 - Dating, Marketing and The New Year

By: Marcela Shine & Gary Kreissman of Precision Prospects

New Year’s Eve is around the corner.  You don’t have a date, but you’ve decided to go out anyway, hoping to meet someone that night.  But where to go?  Do you go to the club that plays your favorite music and makes your favorite cocktail, one that will likely have other like-minded individuals?  Or should you instead go to Times Square and a party with hundreds of thousands?

The answer is largely based on who you are and what you are looking for in a date. In this case, let’s suppose you want you want to meet someone who shares your interests in music and nightlife.  And, more important, let’s imagine that you want whoever you meet to be looking for, or at least open to, a long-term relationship.  

While there may very well be good matches for you as the clock ticks down in Times Square, the chances of stumbling into your future life partner are virtually nil (simply stumbling around, however, is likely). If you really want to meet that special someone, the club is definitely the right choice.

For years, marketers have faced that same decision.  But recently, a new online advertising strategy known as cost per qualified lead is mixing the strengths of both approaches, making Times Square a perfect place to find the right prospect.  In short, cost per qualified lead programs mean that you can afford to advertise in top-tier media, whatever your budget, by paying only for the right leads.

Cost per qualified lead programs are gaining popularity among niche marketers who need to look beyond niche publications and sites to support their growth.  Should you be considering your own cost per qualified lead program, be sure to take the following four steps to get the most out of your advertising dollar:

  •   Demand Performance – Pay only for leads who match predetermined criteria.

  •   Build Credibility – Offer high-value, relevant premiums, such as webinars, books or other educational materials, to enhance your credibility.

  •   Get Inside Prospects’ Heads – Move beyond demographic qualifiers by identifying prospects based on emotion, motivation and opinions.  For example, identify prospects based on the degree to which they are satisfied with your competitors, so that marketing efforts can be focused on those most ready to make a move to a competitor.

  •   Require Exclusivity –  Be sure that your cost per qualified lead advertising firm does not resell your leads. You paid for them, you should keep them.


By following the above steps, you’ll greatly increase your chances of finding your perfect match from the hundreds of thousands of Times Square revelers.

By: Marcela Shine, Vice President, Product Development
& Gary Kreissman, President and Co-founder
Precision Prospects
www.precisionprospects.com
212-209-5470
 


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