Telemarketing for marketing communications is more than a list and a telephone.
To do it efficiently, you need clearly defined scripts for every possibility: calling, email, voice mail and snail mail.
Telemarketing is defined by the number of actions you need to take to get the job done. The number of computer screens you look at and the number of clicks you need to make. Just like any other industrial process, when you look at the full spectrum of events and actions needed to engage the customer and take action, small changes and improvements in your process can have the effect of cutting your time in half and doubling your results. It's all about clearly writing a process script.
In this blog post, we'll illustrate the process by writing a script for our telemarketing program for industrial trade shows. Shows are the centerpiece of industrial marketing. It's where equipment manufacturers get to show off the latest equipment. Product development and even testing is staged to peak at the tri-, bi- or annual shows.
The first stage in our contact process is the opening of the "Call-for-papers" announcement for the educational part of the show. For example the March 4–8, 2014 Concrete and Aggregate Expo has just opened their submissions site. Proposals are due by May 31, 2013. First we go back and update our list from the last show with new exhibitors. Second we will call and remind our friends that the request for submissions is open and ask to help prepare a proposal. Many of these contacts are present or former clients. It isn't a hard sell, just a reminder.
Did you know the call for papers just went out for CONEXPO? Proposals are due May 31. If you are introducing a new technology, this is a great way to get your marketing hat on and start creating your message. The best presentations combine academics, operators and engineers. We like to help, so please get in touch if you decide to present.
The second major date for the show is the 50% down deadline September 1, 2013. At this point, a company will decide to go forward with the show or pull out. Lohre will make a series of calls a month before the kids go on summer vacation, around mid-May. At this time we will put in front of the prospect the latest display concepts and designs.
Have you decided on your booth design for CONEXPO? The latest designs are lightweight to save on shipping, but huge! A two-story design in stretched fabric over aluminum pipe can weigh the same as an old, hard-sided single-story display. Super large color printers and at a super low cost make your graphics colorful and inexpensively replaceable.
Just checking in again on CONEXPO. I guess it's time to stop cutting bait and start fishing! The last 50% payment is due September 1. I assume you're going, but you might want to check and see if a better spot has opened up if someone dropped out.
The last set of calls will be made a month before Thanksgiving and it will be for late changes in display design and give-away-items.
Any last minute CONEXPO needs? Flash drives are dirt-cheap now and you know they get used. At a recent show, a client handed out beer cozies to the bars serving the show floor. Every beer that went out got a free cozy.
This campaign is designed to keep us in touch with our clients and prospects throughout the year and every year. They all go to shows and shows are the focal point of the industry.
If you liked this blog post, you might enjoy "How to re-align your marketing with sales."
Chuck Lohre's AdVenture Presentation of examples and descriptions from Ed Lawler's book of the same title - 10 Rules On Creating Business-To-Business Ads