Direct phone
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The document discusses different types of marketing campaigns including phone calls, inbound calls, outbound calls, SMS, and radio. It provides response rates and other metrics for phone and SMS campaigns. Key factors for choosing a marketing channel are listed such as information availability, channel tolerance, offer immediacy, necessity of virality, and level of trackability.
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Direct phone
- 1. direct phone presented by Lindsey Fair
- 2. talk tele ROI of a tele campaign is 1 : 3 Typical response rate =10.41% High response rate = 12% Low response rate = 2.2% *almost ½ for prospect lists
- 3. http://youtu.be/n5r7dn1qATE in-bound Customers call them to purchase something. Usually secondary DM. Customers call them for one thing but are then sold something else. “ Would you like a fry with that?” Most popular type of TM DM now. up-sell
- 4. out-bound Think cold call, but could be to existing customers or permission based list .
- 5. choosing talk tele Info availability Channel tolerance Offer immediacy Necissity of virality Level of trackability Estimated CPR in-bound Purchase history Accepted Is immediate Low High Low out-bound Name, phone number Could be an issue, plus highly regulated Is immediate Low High Low+
- 6. S.M.S. ROI of a direct radio campaign is 1 : 6 Typical response rate = 15+% High response rate = 30% Low response rate = 8% Text-to-Email campaigns Subscription text alerts Voting/Polling Premium SMS sweepstakes Text-to-screen Fundraising Information responses Client notification systems Mobile real estate listings Over 90% of texts from SMS messaging campaigns are read by recipients, generating average response rates of 15-30% or more. IDEAS
- 7. Good / Bad?
- 8. choosing s.m.s Info availability Channel tolerance Offer immediacy Necissity of virality Level of trackability Estimated CPR S.M.S Number Could be an issue Can be immediate, but tricky Mid+ High- Low
Editor's Notes
- Psychology of Target: Phone is typically purchase for outbound Phone is typically thought of as ad free space Key Points about phone DM: Should use pre-qualified leads vs straight cold calls Good for touching base with old customers Good for surveys – use my survey as an example 2-way communication = very interactive Immediate feedback Ability to adjust on the spot Most productive medium (5x’s) than personal selling Cost effective Lacks visual enhancement Doesn’t provide a permanent tangible response device Staffing Lots of restrictions and regulations to follow
- Psychology of Target: Entertainment or information Key Points about Radio DM: On air personalities can add credibility Pick the station by the segment not by the music you like Better at segmentation than TV, but still don't need a list More loyalty exists Relatively low cost compared to TV, Direct Mail Less prep time needed than for Mail or TV Can test alternates for fairly low cost and ease Repetition Difficult for viewers to reference later if they need clarification Lacks visual impact and demo opportunity No response device Need to repeat contact info but have limited time