Instructor: Santo Ligotti
Email: sligotti@gbrownc.on.ca

Assignment #1 is due today
Self Study Assignments 1 and 2 are due today
Assignment #2 was handed in on May 30 th
Assignment #3 completed in class last week
Group Projects Handed out today
Assignment #4 handed out this week as well
(1 week ahead of schedule)

Telemarketing
Inbound applications
Outbound applications
Customer Service
Mobile Messaging/Text Messaging
Text Messaging In Class Exercise
Video Messaging

Telemarketing : the use of telephones to communicate with customers in a systematic and targeted manner, to generate a measurable response.

What is it?
Selling or service conducted by phone via call centre
» Inbound – generated from customer communications (e.g. calls generated from an infomercial, catalogue, print ad, direct mail)
» Outbound – Telemarketing programs designed to generate sales, service
What are the advantages of telemarketing?

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Humanizes the interaction: builds bond with customers
Improves response rates when used in conjunction with other channels (e.g. DM, e-mail)
Immediate feedback
Flexibility - can modify interaction based on feedback
Cost efficiency - complete a sale for less cost than face-toface selling
Guilt – keeps some customers on the phone
What are the disadvantages of telemarketing?

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Negative perceptions associated with telemarketing
 unwelcome, intrusive
 too many calls: 50% of people simply hang up
Consistency of data capture
Can ignore with call display
Limited Reach (Usually only 55% of customers are reached)
High cost: LD telephone charges, call centre, rep salaries etc.

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List or target audience
Offer being communicated
Telephone sales representative: attributes & training
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Verbal communication skills
Ability to read a script with enthusiasm
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Willingness to overcome objections
Quality of script/message communicated
Which element is the most important? Why?

Scripts provide:
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Structure
Consistent messages
Complete messages
A means for effective campaign measurement

Elements of a typical script may include:
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Introduction
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Qualify/probe
Paraphrase features and benefits
Trial close
Handling objections
The close
Reassurance
Up-sell and cross-sell

Inbound Telemarketing : a capability enabling companies to receive calls from customers (inbound) to:
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Purchase products/services
Get more information about a product/service
Order literature
Locate a dealer
Respond to survey research

Outbound Telemarketing : a capability enabling a company to call customers
(outbound) to:
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Qualify leads and prospects
Customer service
Conduct survey research
Update customer database records
Collections

Strategy
Availability
Markets
INBOUND
Reactive
24 x 7
B2B + B2C
OUTBOUND
Proactive
Day/evening only
Direct sales organization

Telephone responses
Radio
Television
Magazines
Newspapers
Direct mail
Telemarketing specialist
Mail responses
© 2001 McGraw-Hill Ryerson Ltd.

Fulfillment
Telemarketing specialist
Teleselling Computer
Database
© 2001 McGraw-Hill Ryerson Ltd.
Outside sales force

How might telemarketing activities be different in these two companies?

Set objectives
Design campaign
Develop customer service procedures
Compile list
Write script
Train staff
Pre-test
Analyze results, modify as required
Launch
Analyze results

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PURCHASE
Direct Mail:
Send offer
Respond?
MORE INFO
Telemarketing:
Follow-up offer
Sale?
NO
Sale

NO
Telemarketing:
Initiate contact
Direct Mail:
Send offer
Respond?
YES
Telemarketing:
Follow-up
Sale?
YES
NO
Sale

Do's
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Plan
TEST, TEST, TEST involve ALL the appropriate departments train service reps develop report templates in advance
Dont's
 expect immediate paybacks
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 take shortcuts
'wing it' without a script forget to TEST

• Customer service is the ability of an organization to constantly and consistently give the customer what they want and need.
• Excellent customer service is the ability of an organization to constantly and consistently exceed the customers’ expectations.
Direct Marketing can be a key tool in improving customer service.

Achieving excellent customer service requires strength in 3 areas.
Customer-friendly processes
 senior management support
Employee commitment to customer service
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 training recognition and reward (compensation) for exceeding customer expectations
 empowered to “do what it takes” to make customers happy
Customer dialogue

Make sure you know what your customers want and expect.
Be flexible in meeting customer demands.
Treat customers like partners rather then adversaries or end-users.
Make it easy for the customer to do business with you.
Have a positive attitude toward customers.
Encourage customer feedback.
Respond to customer problems.
Develop repeat relationships.
Seek to exceed customer expectations

SMS as a direct marketing medium
Potential for true 1:1 marketing
Reach young market
More relevant for “fun” products & services
Opportunity for narrow targeting with relevant messages
Permission is key
Text Messaging is becoming its own language, with many sites devoted to providing dictionary type definitions. Check out http://www.netlingo.com/emailsh.cfm

What do the following mean:
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BBFN
CSL
GTGB
LOOL
SBTA

TEXT MESSAGING LINGO-In class exercise
Recall the Gillette Fusion Creative Brief you did
Working in groups of 5-6, create a text messaging campaign using the provided dictionaries
Your message should be a maximum of 2 screens long, or about
30 words/phrases
You will then present to the class
Make sure you determine first, who your sub target audience is
Assume you have permission to use this medium, and have negotiated use with a provider, say ROGERS WIRELESS
You will have 45 minutes to do this exercise
This will count towards 10% of your final grade
I will use this as a bonus assignment and replace it with any lower one you may have during the rest of the course
Oh yes,,,, KEEP IT CLEAN

Video messaging is another aspect of video technology in cell phones.
Many cell phones have built in video capabilities allowing the cell phone to take a quick video capture.
The user can store these videos, upload them to their computer or send a video message to someone instead of a text message.

New Zealand Telecom wanted to encourage increased usage of its VIDEO PHONE
CAPABILITIES
The Rubbish Film Festival was unique in that it was the first online mobile film festival and over 900 competitors were attracted to the ease and accessibility of entering.
They simply had to shoot their own 20 second movies using mobile phones and then upload the films to http://www.rff.co.nz/, where the public could view and vote for films, just for fun.
A panel of experts then judged the category prize winners and best overall entry.
The competition was split into five categories: Cinematography, Sound, Screenplay/Acting,
Technical Production and Overall Impression.
Each of the category winners won a Sanyo 76cm Flat Stereo Widescreen TV and a DVD
Home Theatre system worth $1500 each while the overall winner also scored a trip for 2 to the home of movie making – Hollywood. The trip includes 5 nights accommodation, VIP passes to Universal Studios and a tour of movie star homes with a total value of $12,000.
This competition has illustrated how customers have fully embraced the new technology and taken it to the next level.
Their mobile phone is now as much a portable video camera as it is a phone. It provides the freedom to shoot really creative stuff
Creates anoter sense of community
Illustrates the issue of MEDIA FRAGMENTATION (we will talk more about this in the coming weeks)

Fragmentation = More TV channels, more sources of news, the Internet, more devices
Consumers and advertisers have more choices
But fragmented markets are not new! Once upon a time…
Retail: The Hudson’s Bay Outpost store
Transportation: The Canadian Pacific Railway
Automotive: Henry Ford’s Model T
Broadcast: The CBC

Like most fragmenting markets, we…
First, ignored it
Second, panicked!
Third, tried to control it
Fourth, learned to understand it
Finally, we began to adapt our business to the consumers’ desire for choice, and our clients’ need for effectiveness

Digital Marketing Part 1
The use of the internet as a creative medium
How to develop a web brief
Assignment #4