Measure

• The program defined customer types, measured lead quality and resulted in a total of 31,295 leads
• Inquiries were broken down by product line and media source
• Using Nelson Schmidt's in-house direct marketing center, 750 outbound telephone interviews were conducted to establish a statistically-reliable data set for evaluating campaign performance
• 62% of those interviewed purchased a product. Of those, an impressive 76% (14,358 purchasers) bought a Broan-Nutone product
• 46% of the 31,295 total inquiries bought a Broan-Nutone product, generating a 2.5 x ROI

Execute

Leads were gathered through emails, website responses, 800 number calls in our direct marketing center and reply cards. Outbound tele-research quantified sales conversion ratios and the performance of Broan-Nutone's various communications messages and media.

Formulate

Nelson Schmidt created a sales lead management program that captured, qualified, distributed, reported and tracked individual sales leads and gave Broan-Nutone real-time access to leads. Information was reported on a daily, weekly, monthly and annual basis — all driven by a highly-integrated schedule of marketing communications programs.

Discover

Broan-Nutone, the leading division of Nortek's Residential Building Products Group, faced lead management and ROI quantification challenges. As Broan-Nutone's full-service marketing communications partner, Nelson Schmidt was actively promoting and generating leads for all of Broan-Nutone's five product lines — through the Web, advertising, event marketing, public relations and other marketing services.

Broan-Nutone relied on our proprietary NS-Metrics strategic planning process to create sales lead management programs for five product lines.