A Cohesive and Integrated Direct Marketing Strategy is an Imperative for all Planned Events

One of our client recently subscribed to our recommendation to coordinate email newsletter campaigns with telemarketing outreach. As we have recently written in this blog, we pieced together much of our strategy in this area from Ernan Roman’s “Integrated Direct Marketing” published by NTC. We regret that this useful book has gone out of print. We did manage to obtain a used copy through Amazon and expect that others can do the same. Bottom line: we highly recommend reading this book and implementing the pieces of the strategy that makes sense for one’s business.

Our client enjoys a very high open rate on his email newsletters. He distributes his copy through iContact. When we accessed the receipt data we were amazed at some of the corporate names in the list of recipients. Our amazement arose from the fact that our client had been largely unaware of the important enterprise prospects (and even customers) that receive each of his publications without fail but, nevertheless, remain lurking on the periphery of his business focus. Now, with an added telemarketing follow up within no more than 72 hours of an email open, we are able to add considerable value to his publication by contacting the most important prospects from the group. All contact information is added to our client’s CRM.

We are pleased to say that the ratio of engagement with these leads has been far greater than is the general rule for unsolicited telemarketing outreach programs; therefore, we can confirm the statistics that Ernan Ronan includes in his book, approximately an engagement rate of 15-20% as measured against all outbound calls placed. We carefully scripted our presentation to recipients around a simple “thank you” for their interest in our client’s offering and an offer to field any/all questions that they may have about our client’s market message.

The result has been a bonanza of information. Our contact staff has strictly adhered to a diagnostic approach to the remainder of each of these calls, peppering prospect engagement conversations with many questions which have facilitated collection of invaluable information on our client’s value proposition, market place perception of his products, and areas of enormous potential still untapped but readily accessible. With specific regard to the latter, we identified a government agency with well in excess of 100K staff members where our client’s penetration, to date, has amounted to no more than sales to 20 of these staff members. Thankfully, the 20 customers are quite influential at this government agency, which sheds a favorable light on the likelihood of our client penetrating further into this opportunity. The old story “your best customer is your customer” still holds true.

If you would like to hear further about this success story, then please contact Ira Michael Blonder at +1 631-673-2929 to further a discussion. You may also email Mike at imblonder@imbenterprises.com.

© IMB Enterprises, Inc. & Ira Michael Blonder, 2012 All Rights Reserved

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