Reference no: EM133340338

Case Study: You're a yoga fanatic, but you hate the synthetic material that yoga mats are made from. So you've developed a yoga mat made from natural rubber. One problem: Your mats are much more expensive than the competition. You've determined that you'll do best if influencers recommend these mats and prospects have a chance to touch and feel them, so you've set up a sales team to do in-person cold calls on yoga studios and teachers, fitness centers, and sporting goods stores. But you need good leads for them to call on.

What to do:

Questions: You discover that list brokers sell lists containing the contact information of yoga studios, fitness centers, and sporting goods stores, including names, addresses, phone numbers, and the email addresses of these targets.

1. What ways do you think will be most effective and most efficient to contact these leads? In person cold calls, telephone calls, email, or direct mail?

2. How do you feel about sending these leads unsolicited appeals through direct mail pieces, email, and phone calls? Do you consider these methods acceptable forms of marketing, or do you consider them spam?

3. You've learned you can also advertise to these leads through social media. How do you feel about advertising in the social media feeds of your prospective customers?

4. You can specify "yoga instructors" or other professions when creating targeted ads on social media, such as Facebook. How do you feel about using this tactic?