Posts Tagged ‘business strategy consulting’
November 15th, 2010 | 
Author: One of my first Professors (I am not going to mention his name out of respect) is still trying to show how an organization’s culture brings value to a business. While at the University we were all convinced that it did. All the others gave up years ago but a few still remain. Until going out in the real world and selling it to corporate leaders did the truth come to light-its a hard sell.
25 years later from the same camp of thought came a question to me, ”How do you sell organizational development?” He was amazed that I was evolving organizations to a particular structure from all the alternatives- again he did not understand business value.�
The complete newsletter and business value…
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Medium
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Cost
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Campaign Return
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Audience Reach
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| Local Television |
30 seconds in top 10 market: $4,000 to $45,000+. |
Higher than direct mail | Large number of consumers but a small target audience. |
| Network Television |
30 seconds in prime time: $80,000 to $600,000. |
Like direct mail | Very high number of consumers with very low ROI. |
| Cable Television/Ad Insertion |
30 seconds in prime time: $5,000 and $8,000./Ad insertion $2-$280 |
Higher than direct mail |
Lower number of consumers but offers better audience targeting. |
| Radio | 15-60 seconds: $200 to $1,000. |
Lower than direct mail. |
Depends on station. Good reaction numbers but at a high cost. |
| Magazines | National Magazine: $50 per 1,000 issues. Local magazine: |
Like direct mail | Depends on circulation. |
| Direct Mail | Letter-sized envelopes: $15-$20 per 1000. Single sheet newspaper insert: $25-$40 per 1000 issues. |
1-2% is a great return | Depends on copy and follow-up |
| Search Engine Optimization and SEM |
$15,000-$75,000 per year.
Landing pages with co-op |
Like direct mail | Visitors are seeking your products and services and return to become regular customers. No personal contact. Only email back. |
| Phone Follow-up | $500-$75,000 per month for two people calling from part-time to full-time. |
Increases response 10-15% | Medium high ROI. When on phone customer buys if the right sales pitch. Lead recycling.. |
| Mailer and Phone | $3,000-$75,000 per month.
for two people calling from part-time to full-time |
Direct mail then phone response | High ROI. If right timing of sales scripting and mailer. Must have great copy. Lead recycling. |
| Mailer, Phone and Landing Page Optimization with email, newsletter and SEM with specials. |
$3,000-$75,000 per year.
Landing pages with co-op minimuim 3 months SEO and calling is working for you |
Direct mail then phone follow-up with collection site/co-op advertising/ and SEO |
Exceptionally high ROI as visitors are seeking your products and services and return to become regular customers. Lead recycling |
Obviously these are sales strategies with average returns. We implement earnings moves that go along with sales strategy but in addition go something like increase price 3%, increases margin 3% and decrease advertising3% which results in a 15% more increase to EBITADA. What ever your sales strategy is going to be we add an earnings move. Make sure you do the right combination of media since they could work against you with the same 15% if wrong. Find out with a quick analysis with CenterfigurE and remove any obvious blunders.
