Tech innovators with products and services for complex markets should include telemarketing programs within their sales efforts. But telemarketing campaigns will deliver much higher results when they are initiated subsequent to completion of electronic and/or print marketing communications efforts. Simply placing telemarketing calls from “out of the blue” to unsolicited recipients will deliver substantially less favorable results.
Obviously, the trick is how to obtain addresses for mailings, email blasts, etc. Certainly the best solution for accumulating addresses is to reach out to existing contacts (prospects, customers, industry participants, etc) to collect addresses; there is a stronger likelihood that these “familiar” contacts will be willing to provide addresses. We don’t see much value in purchasing address lists. We think participants in these lists have little “skin in the game” and, therefore, constitute a low probability as regards sales development. Therefore, better to collect addresses through any/all ongoing market outreach activities. Over time a sufficient number of addresses can be accumulated to justify an initial marketing communications campaign.
As Ernan Roman pointed out in “Integrated Direct Marketing”, NTC Publishing, 1995, the telemarketing campaign should commence within 24 to 72 hours of distribution of marketing communications. If your marketing communications effort is an email blast, we think it makes sense for you to use an email delivery service that will provide you with statistics on the number of times your email piece is opened and, even better, by targeted recipient. This type of tracking can be obtained by popular services like Constant Contact or through Outlook Services for Microsoft Office 365. Obviously, telemarketing should reach out to known recipients before working on the larger group of recipients who do not appear to have opened the communications piece.
Where truly opt-in recipient addresses are in short supply, another method of contacting the market is to distribute a press release. There are lots of services presently available in spring, 2012 to distribute press releases. It must be noted, however, that contacting a market through a press release will produce a bunch of contacts from the press, itself. Any sales prospect contact will have to be forthcoming from readers of your press release who opt to reach out to you for contact. These responders will be much fewer in number than participants throughout the rest of the market.
The best use of telemarketing in the aftermath of a press release campaign is to call media contacts who received the press release through the campaign. Once again, time is of the essence. Therefore these reporters, etc. should receive calls no later than 72 hours after your press release has been opened.
If your firm would like to learn more about how to coordinate telemarketing with print marketing communications, then please contact Ira Michael Blonder at +1 631-673-2929 to further a discussion. You may also email Mike at firstname.lastname@example.org.
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