Moreover, the Sea-rch system has become a useful solution for a wide range of sales, marketing, and advertising problems, from designing sales and franchise territories, quantifying market strengths and weaknesses, to allocating media budgets based on potential rather than past consumer behavior.

Organizations often plan for the coming year based on past performance. The may advertise in the same Yellow Pages directories or other media as they did last year or set goals and quotas based on a salespersons last year’s sales performance. Relying on past performance is only one way to gauge the future and in many instances not necessarily the best way.

Past Yellow Pages performance reflects the convergence of many variables including (but not limited to) the accuracy of directory distribution, competitive positioning, and the quality/appropriateness of advertising copy. Nor will past performance take into account changes in competition within an advertiser’s market area. New directories may be added, existing directories terminated or re-scoped. Past sales performance may also be a reflection of the quality of the marketing/advertising support team, territory design efficiencies, and corporate support to name just a few variables that may impact on sales.

Just as two Yellow Pages directories with similar distribution may not yield the same number of response calls, two territories while equal in population may yield different levels of sales. Differences in demographic characteristics of directories or territories may cause one of the two directories or territories to excel while the other may disappoint. Sea-rch provides a means of evaluating directories or market areas to determine which will provide superior or inferior response. (See Market Potential Reports.)

Sales quotas and goals based on prior performance may reward poor performance and penalize strong performance. A salesperson who has historically underperformed and is asked to increase sales by 10% will enjoy a smaller increase than a salesperson who has over-performed and will suffer an increase based on that over-performance. Sea-rch help you set goals based on an objective evaluation of the marketplace, not past performance.

The differences between actual performance and expected performance can be used to drive advertising and marketing support budget allocations. Effective planners allocate budgets to markets where they will have the greatest impact. Knowing which markets need support and which do not allows the planner to generate the biggest bang for their marketing buck.

For additional information:

Email us @ info@Sea-rch.com
Call us @ 914 428 6175
Fax us @ 914 422 0003

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