tried & true · development sd&a teleservices, inc. kory kelly director of marketing &...
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TRIED & TRUETRIED & TRUEC AS G SA S C AS G SA S INCREASING SALES INCREASING SALES
& CULTIVATING & CULTIVATING & CULTIVATING & CULTIVATING RELATIONSHIPS RELATIONSHIPS
THROUGH THROUGH TELEMARKETINGTELEMARKETINGTELEMARKETINGTELEMARKETING
The Top The Top The Top The Top Things You Need to Know About Things You Need to Know About
T l k tiT l k tiTelemarketingTelemarketing
Mary Jane AvansVice President, Business
DevelopmentSD&A Teleservices, Inc.
Kory KellyDirector of Marketing &
CommunicationsActors Theatre of LouisvilleSD&A Teleservices, Inc.
Ch i h H i k
Actors Theatre of [email protected]
Christopher HyinkDirector of Sales & Customer Service
Portland [email protected] y @p p g
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The Internet Has Forever Changed BOTH The Way People Entertain Th l d H Th B Ti k tThemselves and How They Buy Tickets
The Internet Has Forever Changed BOTH The Way People Entertain Themselves and How They Buy Ticketsp y y
Unlimited Electronic Entertainment Options
No Substitute for Live Performances
Sophisticated Ticketing Web Sites
Telemarketing Reaches Non-Proactive Buyers
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Telemarketing Do-Not-Call Laws gHave Not Killed Telemarketing
Telemarketing Do-Not-Call Laws Have Not Killed Telemarketing
Most Arts Patrons Do Take Our CallsMost Arts Patrons Do Take Our Calls
Regulations Vary By StateImportant to Maintain Internal Do-Not-Call List Cell Phones OK, If Provided By PatronCe o es O , ov ded y at oPhone-Append Provides Residential Landlines
All Contact Numbers Should Go To Telemarketing
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Clean Customer Data Is Vital Is Vital
Clean Customer Data Is Vital
Data H giene is F ndamentalData Hygiene is Fundamental
Data Cleansing Options Data Cleansing Options
All About the Data bout t e ata
Data Collection
Missing Data
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It’s All About One-On-OneOne-On-One
It’s All About One-On-One
Sales and ServiceSales and ServicePatron Centric Approach
l l fOperational Business PlatformsInboundOutboundW ll T i d St ffWell-Trained StaffMeeting Patron Needs
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It’s Important to Build a Strong TeamBuild a Strong Team
It’s Important to Build a Strong Team
Personal Contact With PatronsPersonal Contact With Patrons
Caller Incentives & MotivationCaller Incentives & Motivation
Effective Use of Customer PromotionsEffective Use of Customer Promotions
In House vs OutsourcedIn-House vs. Outsourced
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It’s All About the OfferOffer
It’s All About the Offer
Evolution of the OfferEvolution of the Offer
Keeping Patrons Invested
Creative Packaging
Create Urgency
Helps Develop Broader Marketing Strategy
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Outbound Sales Vital Part of Marketing Plan
Outbound Sales Vital Part of Marketing Plan
All Efforts Support Overall GoalAll Efforts Support Overall Goal
I i Wi h O h EffIntegration With Other Efforts
Coordination is Key
Exclusivity of Offer
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You Can Control Costs
You Can Control Costs
Telemarketing Costs are Primarily LaborTelemarketing Costs are Primarily Labor
Lead SelectionLead Selection
Cl S l Q i klClose Sales Quickly
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It’ A N b GIt’s A Numbers Game
It’s A Numbers Game
It Takes Time to Reach PeopleIt Takes Time to Reach People
Some People Never Answerp
Average Contact Rates 50% - 75% of Lead Files
Contacts, or Decisions, - 2 to 4 Per Hour
Average Attempts Per Hour – 45
Average Attempts to Make a Contact 15Average Attempts to Make a Contact - 15
A Campaign by the Numbers
30,000 leads (households)3 , ( )
35 weeks
150 calling hours per week
35 weeks X 150 calling hours 5,270 calling hours
3 contacts per hour 15,750 contacts*
10% participation 1,575 orders
*Definition of a contact: a yes or no. In a week, we might contact 450 people, based on the types of leads called.
Calling hours are per caller – 4 callers calling 4 hours = 16 calling hours.
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It W k !It Works!
It Works!
Telemarketing is still the one reliable method that gbrings in more new subscriptions than any other channel
The most successful way to upgrade patrons
Easier to overcome objections with one on one contactEasier to overcome objections with one-on-one contact
Telemarketing can be used as a customer service and i ti t l ll l d f d i icommunications tool, as well as sales and fundraising
Customer service calls can increase retention
QUESTIONS?Q
Mary Jane AvansVice President, Business
DevelopmentSD&A Teleservices, Inc.
Kory KellyDirector of Marketing &
CommunicationsActors Theatre of LouisvilleSD&A Teleservices, Inc.
Ch i h H i k
Actors Theatre of [email protected]
Christopher HyinkDirector of Sales & Customer Service
Portland [email protected] @p p g