MotionMedia - Sample Digital Agency Business Plan

49 © BPlanExperts.com The market segments will be targeted in a number of different ways. It must be noted that graphics firms generate visibility and sales not through advertising, but through networking and client referrals. The methods used for the target market segment strategy will be: • Lead Generation - Lead generation is a marketing term that refers to the creation or generation of prospective consumer interest or inquiry into products or services of a business. Leads can be generated for a variety of purposes - list building, e-newsletter list acquisition or for winning customers. Lead generation is generally generated through search engines, direct mail, email, or telephone. This activity includes: o Prospective Clients Search – Database building of prospective customers using social networks, business listings. Internet search, etc. o RFI – Scouting for proposals opportunities and respond to their RFP(Request for Proposals) or RFI(Request for Information) • Sales Pitch - In selling technique, a sales pitch is a line of talk that attempts to persuade someone or something, with a planned sales presentation strategy of a product or service designed to initiate and close a sale of the product or service. A sales pitch is a planned presentation of a product or service designed to initiate and close a sale of the same product or service. A sales pitch is essentially designed to be either an introduction of a product or service to an audience who knows nothing about it, or a descriptive expansion of a product or service that an audience has already expressed interest in. Sales professionals prepare and give a sales pitch, which can be either formal or informal, and might be delivered, in any number of ways. This activity includes: o Face to Face Meetings o Cold Calling Contacts from the Leads o Email Marketing Contacts from the Leads • Contract – On a successful sales pitch the contract is signed. Before signing the contract it is a usual practice to demonstrate the collaterals and demos to the clients to win the customers confidence. Hence a portfolio of variety of work is important to be built before reaching out to the market. This phase constitutes of: o Demos & Collaterals including brochure flyers o Mockups of the project in consideration o Project Kick off once the contract is won.