Market Analysis and Lead Development

A successful and very well established and radio podcast on Ecology and Climate approached me in December, wanting to know exactly what I did and how much my standard rates were.

This was due to my having supported a well known climate systems scientist, by having continuously developed and furnished his website since September of 2015, and in due course, having interacted with this podcasts founder and producer on matters of content and distribution.  This show has been furnished for nine years and is broadcast in 93 locations.

Not only did we–the founder and I–always get along well, but this scientist had said he valued the opinion of two specific persons, for key matters at HIS site–this podcaster and me.  Moreover this podcaster was the favorite interviewer of scientist I have been supporting.   So it was all an easy and comfy approach, within a circle of confidence.

What is interesting to me and very unique, is that I never approached the radio show about consulting, but they approached me, given my reputation for consistency, accuracy, and performance.  AKA results.

They needed two things:  one, practical insights as to how to improve their webpage, and two, my expertise in developing then deploying a direct sales process.

Since they already had a complete web rebuild, this was a matter of helping them be more effective–a good site which could still be better.

On the other hand, they had no direct sales process, and we both agreed that it was money well spent, to find out the feasibility of cold calling.  ‘Unsolicited email’ is proven, as NOT effective.  Folks dont read email like ‘this’, or if they do, can hardly attend to.   We can bearly read what we get from our dearest friends.  But strangers?

So what I did, was a value chain analysis of the demographics of fifty US states, according to a mix over overlayed factors, ranging from red-blue, attitudes to gun control, gay marriage, and conventional religion.  I then narrowed down a list of ten or twelve states likely as favorable to caring about Rapid Climate Change, to a sample of six representative states to start out with–two in the northwest, one in north central, one in the northeast, mid atlantic, and south.

This gets into my bread and butter, which is not just to evaluate and operate and market/sell, but to establish feasibility.  As we say in Wall Street, ‘you cannot kiss all the girls’.  So we will find out, the yield, productivity, cost, and odds of success for a campaign of cold calling to college, commercial, and public radio and thus evaluate cost versus benefit.  This has real value, after operating for nine years.  No one knows and we will find out, without undue cost.

I have to not only analyze the market, but to get the leads, build the CRM, and make the calls.  There are things which you cannot hire a specialist for, but only a strong generalist who can see all the elements and operate them.

Lastly, sometimes you do a small project and it might not pay a large fee, but is very valuable for what you can give, what you learn, and what it can lead to.  Aka a great opportunity!

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Knowledge manager, who can create, plan, furnish, operate, refine, and deliver complex processes involving people, products, results.

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Posted in Accessment, Analytics, Approach, Clients, Communications, CRM, Effectiveness, Engagement, Getting Started, Mapping, Marketing, Markets, Outreach, Podcasts, Projects, Short Term Engagment, Starting, Sustainability

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About David
David Korn Special Projects has over twenty years experience in the creation, planning, operation, delivery, and refinement of the complete life cycle of complex and demanding projects. These can involve people, results, or process. Projects can be for events, business planning, financial analysis, construction, litigation, or investment.
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