Keith Bates Blog
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October 16, 2017
Suffering from the twin problems of low market awareness and inadequate lead flow?
To pan for marketing gold, deploy a 90 Day Blitz…
Why a blitz?
The 90-Day Blitz offers a solution to such problems as lack of brand awareness, inadequate lead flow, poor market visibility, and the challenge of meeting quarterly numbers. Plus there’s a need to unify sales and marketing into speaking with one voice, as well as an ability to eliminate the inefficiency of the random task–or fragmented media approach–to media planning.
What exactly is a 90 Day Blitz?
What is a 90-Day Blitz? It’s a multimedia, lead-generation activity based on response compression techniques. It is a fully integrated 3 month program that integrates Content, Digital and Traditional vehicles to create a sense of event. The 90-Day Blitz produces a substantial flow of leads in a very short time with minimal commitment of financial resources.
Typically it uses 3 to 5 media vehicles to present your message to your prospect list over a week to ten-day period at the beginning of each of three months.The source — and rationale
The source — and rationale
Why response compression? To quote Ernan Roman, author of the seminal Integrated Direct Marketing, “We have found that the traditional sequencing of media does not create the maximum synergy from the media being employed.
Specifically, the impressions are conveyed over too long a time period, diluting the impact to a significant degree … we create a sequence of ongoing contacts, using a variety of media.
These are deployed with short, carefully orchestrated intervals between contacts so that we gain a disproportionate share of the prospect’s attention.
A sense of event is generated — a feeling that something important is going on. It would be far more difficult, if not impossible to achieve this effect through isolated media. We call this tighter time-frame approach ‘response compression.’ By deploying media in an abbreviated time frame and across multiple platforms, we create an intensified synergy between media that generates much higher response rates.”
For a free copy of “Creativity—the critical gap between Messaging & Media” simply visit www.kbates.com home page for the link.
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