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Inventive Targeting
Incentives must be matched to the target audience
Even a well thought out incentive must be tested on the front end and back end to measure the effects
It's important to learn If the prospects and customers would have purchased and converted to customers just as well without the incentive
In B2B lead generation & demand generation, programs use ebooks, white papers, case studies, templates or any free downloadable content has become the norm
This content is used as an inducement to help prospects continue learning about a category, company or its products or services
You can make the incentive too good
- This can result in a significant loss for the campaign
Finding the right balance of an incentive is important
Guarantees
Help reduce response resistance
- Eliminates anxiety that some consumers have responding to an organization that they don't know or unfamiliar with
- Provides right level of comfort that some consumers need to provide personal information or respond
- Guarantees can take many forms :
A guarantee that personal info won"y be shared with others is a good way for organizations to get the info they need
For B2B, a guarantee that no sales person will often increases response significantly
A promise that an organization will confirm info or service request has become a best practice
A guarantee of satisfaction should be part of any direct sale offer
Consumers are hesitant to buy unless they know they can return a product that doesn't meet their expectation
"Keep It Simple" Helps Reduce Response Resistance
An offer with too many choices can depress response
- Choice creates indecision
- Undecided customers often don't respond
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