Lead Management

1
Lead Management Fulfillment

• Pennsylvania Association of Convention Visitor
  Bureaus
• Fall 2008 Conference
• Chris Barrett, Pennsylvania Dutch CVB
• Jerry Rosenquist, Ruf Strategic Solutions

2
Todays Agenda

• Introduction to Your Session Leaders
• Lead Management
• Generation
• Fulfillment
• Lead Optimization
• Validation
• Enhancement
• Scoring
• Who, What, When, Where

3
Jerry Rosenquist

• 30 Years in Direct Marketing
• Catalog/Retail/Publishing/Travel
• Ruf Strategic Solutions
• Inquiry and Visitor Analytics
• Database Marketing Services
• Online Analytical CRM
• Lead/Inquiry Scoring
• Targeted Lists

www.ruf.com 800-829-8544
Jerry_at_Ruf.com
4
Chris Barrett

• PA Dutch CVB 2005 to present
• Hershey Entertainment and Resorts 19 years in
  senior management
• 19 years of sales and marketing management
  experience

5
Lead Management

• Why does a CVB/TPA exist?
• Members/partners expect a sales driven culture
• Leisure vs. Group A lead is a lead is a lead
• Reasons why our members/partners are by our side
• ROI Providing qualified business for follow up
  and completion

6
Fulfillment

• Is the consumer changing?
• What does your consumer want? How do they digest
  their information?
• Push through the clutter!
• How can we be relevant?
• Weve got to use our limited resources wisely
• How do we weed out the junk leads?

7
Gorilla lead management?

• Dont ask the same thing twice Where do you
  advertise? Do you evaluate the publication and
  replicate it?
• Do you see yourself as the consumer does?
• The new breed of customer They learn fast!
• This is part of the psychology of marketing!

8
Know Your Audience!

• Accurate Profile of Your Inquiries
• What are the common characteristics?
• Demographics
• Lifestyles and Activities
• Media Preferences
• Where can I find more of them?
• Where are they located?
• How can I reach them?
• Which Inquiries Are Most Likely to Visit?

9
Lead Optimization Tactics

• Score Inquires by probability to visit
• Selective Fulfillment custom to the Inquiry
• Pay Web Publishers according to relative value
• Taylor collateral to the audience
• Not Every Inquiry Needs a Visitor Kit
• Develop a Marketing Database
• Track campaigns in all channels
• Leverage past inquiries, they raised their hand!
• Coop with other state organizations

10
The who, what, when and where!Discussion Topics

• In order to survive were got to be concerning
  with ROI!
• Credibility, economy and speed
• Can you give the guest something for being a part
  of the campaign incentives
• Check program, partner with merchants
• Incentive e-mail campaigns

11
Who can help?Lets Share the Wealth!

• CRM Database systems to manage leads
• What are different ways to treat leads?
• Talk with your members/partners
• Fulfillment houses Why?
• Shop everyone!