Lead Generation, Unattended Leads and Follow Up at Dealer Level for Marketing Campaign Optimization

In the time we are living in, information is money and money is power. The same can be applied to a business; lead generation has become one of the most important parts of marketing.

What is lead generation?

Technically, lead generation is the initiation of consumer interest or inquiry into products or services of a business. Basically, a lead is a person or organization who has shown their interest in the product or services provided by the company in any way. So, lead generation, simplistically speaking is the process of creating such leads by attracting people towards the products or the services. Lead generation, however, is a long process and can be categorized as follows:-

The process of lead generation

Traditionally, this is the process of Lead generation but there is one step missing from the picture. Can you guess what?

Follow Up to be conducted after the process

Why is Follow up important?

The process described above seems like the complete solution to lead generation necessity of an organization and incorporated every step from identifying avenues for a generation to executing leads that qualify. In spite of the obvious fullness of the circle, the climax does not deal with one very important aspect – Unattended Leads (Leads that were generated but not dealt with during the process).

The secret behind managing the efficiency of any process is to concentrate on reasons for failure doesn’t matter how small. A campaign can be a huge success but still face the problem of some unattended leads, which might seem doable at the time but for the long term, it is another story altogether. In the rapid economy of this era, unattended leads turn cold in no matter of time and may result in ultimate loss of revenue due to negligence. As per a study was done by Harvard Business Review, almost 71 percent of leads are not followed up on, making the organization suffer in opportunity costs.

If the process of lead generation has to be optimized, the matter of unattended leads should be made part and parcel of the procedure.

How unattended can leads be followed up?

There are various ways of generating leads, one of which is executing campaigns at the dealer level. In spite of the traditional viewpoint, this can also be difficult. The constant problem of motivation and control arises in lead generation at the dealer level. This can result in greater unattended leads at dealer level which can turn the investment in the campaign, a less profitable one.

The best way to increase return on investment is to deal with unattended leads at dealer level with efficiency. Monitoring and Supervision of unattended leads at dealer level can be useful as:-

•  If unattended leads are taken care at the dealer level, loss of opportunity costs can be saved by the organization.

•  Unattended leads, if identified in time can be nurtured to create future customers.

• Dealers have the advantage of inherent networking channels that can be used to effectively generate leads. Therefore, if they are followed upon to prevent them from turning cold, it can potentially be very profitable for the organization.

Therefore, the way to ensure optimization of return on investment, unattended leads should be taken care at dealer level which should further be monitored at the organization level for campaign optimization and ROI control.

Ways to Grab a Rural Pocket Share

Countless headlines have been dedicated to the growth in rural markets and its potential; brands are warned against ignoring Rural India while the government rolls out policies with objectives to assist it. All said and done, in reality, brands still consider it a challenge to establish themselves in Rural India. Many brands struggle to see themselves making their way into the rural consumer’s heart but is it possible to be in India’s heart without winning over more than 60% of its population?

The answer is simple- No.

Therefore here are some advice that would help your company earns its due in the heart of the motherland.

Distribute the product before distributing the idea

Before anything else, a strategic decision regarding logistics should be made- Product distribution needs to be the focus. The logic of not marketing for a product that you cannot provide is flawless, imagine wasting time, energy and money to create demand for a market and not being able to deliver it. Something like that would not only create a bad name for the brand but also lead to a gradual decline in demand.

Hunt the treasure

Understanding the rural audience holds significance in the manner that it helps a brand to identify the target audience. This identification assists in better planning and preparation so that resources can be utilized and prioritized. Placing relevance to the correct set of customers can direct the brand’s strategy of a more suitable course of action.

Keep the treasure

Effective communication provokes emotion in consumers which is better for a stronger brand recall. To enable such communication, a relationship should be articulated with the customers that are full of trust and understanding.Successful companies concentrate on keeping the customers because retention keeps the demand of product alive. Forging a strong relationship with the customers helps with retaining them.

Unbreakable bonds

Never underestimate the power of a great reputation with a channel partner, Idea Cellular has proved this theory in India. Competition cannot be avoided but it can be managed through a good strategy and strong relations. Building valuable partnerships and retaining them can open doors to a successful future.

Change the way you go about it

Marketing in rural areas is very different than in rural areas because finding a direct channel to communicate with the customers is very difficult in rural areas. When a brand enters a new market, consumers might be wary of its arrival but if it is warranted by someone they are familiar with, the transition becomes easier. Engaging Influencers such as Sarpanchs, local leaders etc. can make a big change.

Leave it to the experts

Rural marketing shouldn’t be left to chance, involving rural marketing agencies can bring in the necessary element of success. Experience in the field and longer relationship with influencers, local authorities and customers can all play in the favor of the brand. Grabbing a substantial pocket share in the rural market can be achieved through careful observation and strategic planning.

Community Radio Is Underutilized In Rural India

The allure of familiarity beats the monotony of the famed. We connect to content that is surrounded with local references instantly and often reacts promptly to it. Brands are walking on this path by opting to use home-grown native citations to engage their customers in a more effective manner. Localized content development and distribution are becoming a significant part of rural marketing strategy. One of the many ways for brands to integrate themselves into the lives of their target customers is through community radio for specified target groups!

What is community radio?

Community radio is a type of radio that serves to a particular geographic region or a group, as the name suggests they cater to a specific audience and often use content that is popular amongst the natives. While it provides them with entertainment, it also acts an information portal of sorts.

 

Why rural audiences love community radio?

Community Radios are a big hit in rural areas where people are not seen glued to their smartphones, rural audiences are still more inclined towards the vintage source of entertainment. They are the antidote to a boring afternoon or a lonely drive for some people and for some, it is a trusted companion through tough days. Isn’t it wonderful to hear what we see around us, to know that people are worried about?

One of the reasons for being loved so much is its local appeal. The content is curated based on the preferences and likes of a specific community living in a specified region. Every listener feels like it is for them and can establish a connection with the brand.

How community radio can do wonders in rural areas?

Here and there too- Massive reach and brand awareness

The reach of brand activation campaigns determine the impact of it but being able to reach cable dark areas is challenging for the rural marketers. However, radio is the simply wonderful device that it is, is present in most villages and in most houses. This provides a massive reach as compared to any other medium such as TV or mobile.

Those recognizable elements

For any brand to connect to its customers on a personal level is important to be able to have a loyal customer base. Rural audiences are glued to radios and thus they have a familiar feel to it. So when they hear about the brand through a source that they are acquainted with. This gives the brand a chance to create that personal connection with their target audience and in turn, provides them with a competitive advantage.

Be good and get stuck on their minds

The high brand recall is difficult to achieve but if you can get your audience to remember the brand message, then there is nothing like it. That is when your brand finds its way to the customer’s mind then it allows them to make a way into their homes.

Another way to look at it

Think of influencer marketing for the digitally challenged areas, like the urban clan seems to follow their online idols; rural audiences find solace in community radio. They relate to the RJs and often look up to them for advice.

The only question is, why are brands not still utilizing community radios in rural areas?