Lead generation is a marketing term. It refers to how any sort of marketing activities generates new business ‘leads’ – which is followed by a client interest and action. Currently, there is a widespread assumption lead generation is the bridge between marketing spend and actual purchase, which in my opinion is not the case. I think we can only say there is a wonky correlation between a good marketing campaign and an increase in purchase activities.
Earlier this month, I wrote about how Finnair and the Helsinki Airport made very good use of social media to gather information about their clients and on how to enhance an air traveller’s experience the moment he steps into one airport until he leaves another.
The travel industry has always been one of the most innovative users of social media marketing. Today, I would like to highlight one of the star examples of its use: the Quality Hunters
For the third year round, Quality Hunters is a community conversation exercise jointly organised by Finnair and the Helsinki Airport. It has a website (which houses a blog www.qualityhunters.com), a Facebook page, a Pinterest page and a Twitter account. “So what?”, you ask. Well, it is not the channels they use, but the way they use it and what they use it for.
My doorbell rang this morning, I picked up the parlophone. It was the postwoman: “Harold Tor? Come pick up your parcel I will only wait a moment”.
Still half-asleep and half-naked, I quickly put on some trousers and a T-shirt and rushed downstairs. Postwoman Samia stood there, with my letter. I said Hello, and this young woman barely out of school shot me an arrogant look: “Passport?!”
I am often bemused by these enumerated mantras churned out by marketing gurus. To what extent people exactly believe such mantras is a mystery to me, but it is certain that with the rise of social media, advertising and marketing directors and managers have been cooking up new theories and methodologies, invented words and ideas to mystify the things that they do so as to raise the status of their work.