A Maryland-based provider of public relations management software generated three times more leads than before by switching to a nearly all-direct marketing strategy.
In early 2004 Vocus Inc. drastically reduced its space advertising in PR trade magazines to concentrate solely on direct mail and e-mail, said vice president of marketing Gary McNeil.
The result: The company, which got only about 3,000 leads in 2003, pulled in more than 10,000 last year.
Vocus’ annual advertising budget is $620,000.
Network
