Case Study
Telemarketing Rescues a Great Idea
Problem
Viper Marketing spotted a clear market opportunity for itself
following successful projects completed with two new clients in the
Outdoor Adventure Travel sector. It quickly realised that the marketing
and communication planning days it had run with these clients had
changed not only the way these businesses looked at their marketplace
and customers but also helped foster a fundamental and positive shift in
outlook and structure within each organisation.
So quickly
Viper realised it would like to help other similar businesses to realise
these same benefits and maximise the effectiveness of its team of
dedicated outdoor adventure specialists.
Solution
Integrity helped Viper to understand its unique selling proposition
(USP) in the Adventure Travel sector. The one thing that they could
confidently claim to truly benefit the client. By objectively
questioning Viper and drilling right down to the real value they can add
to the clients' business Integrity knew they then had the ammunition to
take out into the marketplace and start talking to decision makers in
the target companies.
A database was built partly from the
knowledge and experience already inside the Viper team but also some
initial data-mining calls by Integrity as they tested the water and the
subtle nuances of the telemarketing script they had created.
Within
a matter of just a few calls, and bearing in mind this is a niche
market with only a few hundred companies to be contacted, the
professionalism and quality of each and every call was of paramount
importance.
Viper knew confidently that Integrity would provide a
good percentage return on the number of calls by delivering high
quality, confirmed appointments with the key decision makers. Not only
this but the style of conversation had warmed up the client and helped
them to understand the value they should expect from working with Viper.
What better way to enter your first meeting with a new client.
Outcome
The outcome of a campaign like this is of course providing a high
quality service to a client to ensure a long term and mutually
profitable relationship. But it's also about proving the value of the
investment in telemarketing. Fortunately with Integrity you can plan
your financial return in advance. Integrity will give you a clear
estimation of the number of days of calls and hence the cost to you.
From that you can quickly do calculations on the likely return per day
based on their industry leading statistics for conversion rates. Apply
then your own conversion rate per visit to a potential new client and
you have at your finger tips a key strategic tool for setting and
measuring the profit you can make from telemarketing.
There are few if any direct marketing methods that can deliver such measurable, personal and profitable results.
