Part One · Diagnosis · Section 05
What has been tried, and the result
None of the four produced a qualified lead.
Marketing has run for several months. Four channels have been tested: paid social, programmatic display, paid search and email. Recorded spend exceeds $40,000, most of it inside a two-month window. None of the four produced a qualified lead.
Recorded spend
$40,000+
The result
0
qualified leads
Measurement was siloed by platform and gave only top-level insights, so it offered a fragmented reading on the efficacy of the wider strategy and the cause of the result cannot be isolated. The outcome could sit in the channel selection, the creative, the offer, the customer experience, the product, the booking process, or the siloed measurement itself. Several of these could be true at once.
Performance advertising reaches people and asks them to act. The category’s name-search figures show that demand at the brand level barely exists, so there was little existing intent for the advertising to convert. The purchase is also built on relationships and trust and made over a long timeframe, which advertising to a cold audience serves poorly. Spend directed at harvesting demand that had not been built returned little.