Kilkenny company pioneering an exciting new marketing channel

The man regarded as one of the founders of the Irish Direct and Data marketing industry is pioneering an exciting new marketing business channel in Ireland.

The man regarded as one of the founders of the Irish Direct and Data marketing industry is pioneering an exciting new marketing business channel in Ireland.

Lorcan Lynch has launched Lifestlyes Online, located on Lower Patrick Street, Kilkenny, the only dedicated Lead Generation platform website in Ireland which delivers over 20,000 consumer leads directly to a range of businesses each month which can then convert into sales. According to Lynch, the biggest issue for website and brand owners in today’s tough market is getting consumers to engage with them. This is exactly what Lead Generation can do.

“Recent research shows that 65% of on line sales in the UK are now driven by channels like Lead Generation. Website owners and business in Ireland cannot afford to ignore this fundamental marketing channel and upcoming industry trend,” he said.

The Lead Generation concept is simple. Web browsers are offered online competitions with free holidays, cash prizes etc. Once the user clicks on the competition, they land on a data collection page which asks them to complete a Lead Generation survey.

A user can be asked a question like: “Are you interested in a free eye check from xxx eye company?” If the answer is “Yes”, they become a lead and this lead is sent directly to the eye company’s call centre. This is the eye company’s chance to convert the lead into an opportunity. If the user answers “NO” or its “Not Applicable” they go straight into entering the competition. (Note: All users are asked first for permission for the eye company to contact them with regard to the free eye test.)

Lead Generation has been a huge success since it was introduced in the UK and USA eight years ago. Lynch believes Ireland is generally three to four years behind these countries when it comes to online marketing. “We need to recognize the trends that work and the fads that don’t,” he added.

When Lifestyles Online was founded it took six months to build a lead generation network. It generated 300 leads in its first month of operation, and today has 20,000 plus leads a month with 25 advertisers including Toyota, VHI, Tesco Mobile, Vistaprint, Air France and Debra Ireland and many more.

“Up to 40% of leads created through Lifestyles Online are converted into a sale. The lead is worked on immediately and not sitting in a desk tray or a database for a month. It is vital that the advertiser’s internal systems capture the users mind set sooner than later, “ says Lynch.

Lifestyles Online’s biggest market is mothers returning home after the morning school run for a quiet moment. They turn on the internet to browse with a cup of coffee, and make up a staggering 60% of Lifestyles Online members.

“Our system is simple. We engage the web user by creating a competition, prize, or free draw and in turn the user provides the website with important data,” lorcan Lynch said.

“It’s a win for consumers as there is a prize winner every week. There is never a charge to enter and they don’t have to give the advertiser information if they are not interested. It’s also a win for the website owner/advertiser as they get instant leads. We share the cost with the advertiser and they only pay per lead received. There are no agency fees, no design charge or retainer fees,” he said.

Lifestyles Online is the only dedicated lead generation platform site in Ireland that is solely focused on competitions to get people to engage with them. Unlike other sites they don’t use coupon offers and mega deals. It never charges the competition participant – there are no credit card details taken or charges per text to enter a prize draw.

Lifestyles Online competitions and prize draws can be found on the following websites: eircom.net, freeprizedraws.ie, rollercoaster.ie, Ireland.com, Facebook adds, mykidstime.ie, Google search and sundayworld.ie.

About Lorcan Lynch

Having worked in the Irish Direct and Digital marketing for nearly 20 years Lorcan Lynch is regarded as one of the founding pioneers in the Direct and Data Marketing industry.

After working for a number of years for various Data Marketing companies both in the UK and Ireland, Lorcan launched his first business in 1998 Ireland Direct Communications with the objective of building lifestyle data, and providing data insight, predictive modelling and the delivery of print and mail fulfilment services.

The business grew from a staff of two to over 27 people by the time it was acquired by the global information company Experian PLC in 2004. Experian is the leading global information services company, providing data and analytical tools to clients in more than 80 countries. They employ 15,000 people worldwide and are a ‘footsie’ top 50 company.

Lorcan joined the Experian Ireland board and went onto head the marketing services division in Ireland. He was responsible for the migration of Experian’s award winning products from the UK to the Irish market delivering a new level of data analysis and segmentation not previously available to marketers in Ireland. He and his team successfully delivered products such as as Mosaic, Cheethamail, QAS, National Canvasse.

He left the business in 2008 and went onto establish Lifestyles Online Ireland which collects postal and email data online in addition to delivering consumer leads in real time to brands like Tesco Mobile, vistaprint, snapfish and many more.