Cross-Media Brings 1700% Revenue Increase

Last Updated on Friday, 15 January 2010 06:46 Written by Kevin Thursday, 15 January 2009 08:25

One of the most exciting personalised marketing campaigns I’ve read about is Taser International’s PURL campaign utilising personalised Print, Email and Website.

They provide us some real-world numbers of how cost-effective new PURL marketing can be compared with traditional methods of sales lead generation.

In a large campaign over many months, they expertly compared the effectiveness of traditional print advertising effort against a cross-media PURL Marketing system.

Results summary:

• Traditional Print Advertising – Total responses = 37.
  Cost per lead: $2,520.95
• PURL marketing – Leads = 1399 (26% av. response rate).
  Average cost per lead $128.08

These figures leave most marketers speechless. And for the client, it provided a healthy 1,700% revenue increase.

We’ve discovered here how a combined cross-media campaign using personalised print, email and purl website landing page, together with it’s expert tracking and salesperson follow-up, is more effective (200 times more in this case), than the traditional way of sales and marketing.

Source article by Heidi Tolliver Nigro