Why Telemarketing is coming out on top
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During the recession some companies have been forced to find another angle to reach their audience and gain new business. Direct marketing has been pushed down the list because of cost and public relations has also been dropped as there was no guarantee that the business would see an instant Return On Investment (ROI). So what marketing campaigns are worth pursuing?
Due to the main objective of public relations being to get the brand, name, or service noticed, telemarketing is now considered essential in extending this to secure face-to-face meetings with key decision makers. Yes, I did say the ‘T’ word! Everyone seems to shy away from it, but it’s been a very strong channel for marketing campaigns throughout the recession because campaigns can be closely tracked at every stage and ROI clearly demonstrated. Supporting telemarketing with PR is often advantageous to help support the campaign and warm-up the prospects so they are more familiar with and receptive to the messages.
Telemarketing allows you to strike up a conversation directly with the decision maker and build a strong relationship with them. This is a core attribute in the recession as building business relationships and trust has been one of the most important key factors to get an appointment and begin the first stages of securing long term and profitable business.
In the recession people are not necessarily looking to spend the budget in the same way they might have a couple of years ago. Many companies have reduced or stopped spending in marketing and advertising. Because of this, the impact of public relations is lessened in a recession, as the target audiences are not pro-actively getting in touch with companies as frequently as in previous years.
Telemarketing, especially when run in association with supporting PR, can be a highly cost effective method of kick starting new business development in a recession because securing every new customer starts with one important factor – a face-to-face appointment.