Sales contact database provider Salesgenie is returning to the Super Bowl in 2008 with 2 spots and a partial sponsorship of the pregame. Salesgenie president DJ Thayer told DM News that they were very pleased with the results of their ad last year.
DM News reported back in February that the ad in 2007 game generated "more than 10,000 registrations from potential new customers" In this article, DJ Thayer stated that their goals was to gain 700 new subscribers.
“The Super Bowl provided us the single best opportunity to put our product in front of 140 million viewers – many of which are Salesgenie.com’s target market. We knew if we could successfully reach just a few million, we would accomplish, even exceed, our goal of 700-plus subscribers.”
$2,600,000 for the ad (not including ad creative costs), divided by 700 new customers equals a cost per sale of $3,714. According to their website, that is about the cost of the product for a year at a company with several users. They must have very loyal customers.
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