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We conducted our 360° Marketing Perspective and discovered critical elements still needed to be addressed, such as: a microsite to simplify registration, volume discounts, acceptable price points, attitudes toward online training, purchase approval processes, and Internet usage habits.
In order to ensure the success of this program, we needed answers. So our next step was to survey customers and prospects to gain the necessary insight. Through this insight, we were able to uncover the information needed to move the needle and put sales in line with expectations. |
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The most noteworthy area was pricing. Of the survey respondents, 73% considered the price point to be undesirable. The client agreed to adjust the pricing, and once they did, sales changed dramatically. In the first week of sales after the pricing adjustment, sales increased 200% over the first four weeks of the campaign—combined.
As you can see, it pays to analyze anything, and everything, that can influence your campaigns…and ultimately your sales. |
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