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Cost Effective Method to Drive Qualified Leads
Marketing is ultimately about driving sales. That means developing leads—qualified leads.
That’s where public relations can be a critical element of a comprehensive marketing program.
Our client, the Disability Management Employer Coalition (DMEC), has long sold manuals and other publications through its web site. We began publicizing those manuals in the fall of 2004. Press releases resulted in descriptions of DMEC’s new publications in key industry magazines and online outlets, such as HR Magazine.
The result: DMEC has sold more publications in the past six months than it had in the previous four years.
As important, nearly all the increased sales were to new visitors to DMEC’s web site, to non-members. In other words, to qualified leads.
DMEC was prepared to capitalize on these leads, with a systematic outreach effort in place to contact publication buyers and encourage them to join the association. The success of this element of the campaign will be described in a later Results Report.
Strategic, focused public relations is a cost-effective way to generate qualified leads.Consider PR when putting together your marketing plan.
© 2005 Principor Communications