At MBL Solutions we follow some basic principles of marketing - principles we often see being ignored. So we are sharing them with you. These are not new concepts but should act as reminders for you. Whilst you may be following them yourself, you may know someone who isn't!
We get a lot of companies who approach us for telemarketing to uplift their mailing campaigns.
Maybe they wanted to target a market sector and decided that they would use a mailshot for the purpose. They worked out their budget, decided how many targets they could afford to mail and got to work. As is often the case, they were disappointed with the response rates and turned to telemarketing, for its ability to turn a poor mailing campaign into a successful one.
Fine, except that there are two problems here (at least). One, the budget may to a large part have been blown on the mailshot and so the telemarketing activity is in effect an overspend. Two, the telemarketing itself will not be as effective as it should have been, because it is an afterthought, instead of a planned conjunct to the mailing.
The reason for the problem is that the mailing activity was viewed as a one activity campaign. The objective was probably to sell at the first stage of communication and therefore the aim was to communicate to as many people as possible (to increase the chance of getting lucky). The focus was all on that mailing piece, with no thought to the next communication. And sadly the targets weren't ready to buy yet.
There should have been a plan at the outset as to how the targets were going to be communicated to on an ongoing basis. Ask "What is the next communication we are going to make", so that the communication chain never stops.
This might impact on the initial message, as we might tell the mailshot recipient that we are going to ring in a few days to clarify their position or discuss an opportunity. It means that we should aim to provide easy ways for the recipient to communicate with us (without having to ring a sales person) but leaving enough information on our website (an email address) so that we can communicate with them again.
This communication cycle is planned to never break; it is a continuous circle or "halo". Vitally it recognises that people are not always at the buying stage, but by communicating with them in a planned and ongoing way we will build a relationship with them and be there when they are ready to purchase.
If budgets are an issue, then perhaps it would be more effective to develop a "halo" with a smaller number of key prospects, rather than to mail as many people as you can at the outset. We can also extend the time between communications - we're not looking to swamp our prospects with our good news!