Enhanced reporting captured the source of the company's strongest leads, allowing budgeted monies to be shifted in that direction; for example, the company discovered (counterintuitively) that advertising on the National Geographic Channel returned faster and more frequent sales than home and garden shows. Those prospects attracted by Internet ads are considered more proactive and are fast-tracked, while leads from more passive media experiences, such as cable TV, are nurtured for as long as two years.
As a result of the new program at Watkins, Strible said, sales conversion has steadily increased each year and is now about 2% to 3% higher than when the program began. And from a mere 30% reporting rate on leads previously, Watkins today gains feedback from its resellers on 90% of its hot tub prospects. M