Nurturing Dormant Prospects
Like all sales organizations, account executives at Effectv have a list of targeted prospects they are working on at any one time. As some prospects are unresponsive, working with their sales manager, they put those businesses aside and start to work on others. In the Central Region, I conceived and piloted a program to nurture these dormant prospects over a period of weeks to keep in touch, continue to reinforce our value and set up a future sales contact. The messages:
Reinforced that Effectv has solutions that make it easy for advertisers to use TV and video based on how people watch today.
Differentiated the ability to target by using set-top box data and by using both linear TV and digital video.
Introduced a full-breadth of creative & production solutions - for all budgets - and featuring Effectv’s agency, Mnemonic
Since these prospects hadn’t been responsive in the first place, the final message gave them a chance to connect with an account executive, put off further contact for a later date or discontinue communication.
RESULTS
Overall the series received a 24.8% open rate and resulted in 80 prospects shared back with sales for follow up.
