Circulation Best Practices in Telemarketing Ronda Hughes Director, Audience Development & Show Logistics Advanstar Communications

Telemarketing Best Practices How to minimize telemarketing costs for both re-quals and new name efforts Use telemarketing to cross-promote and add survey questions Telemarketing Recording Pros and Cons Telemarketing Quality Control

How To Minimize Telemarketing Costs on Re-qualification Efforts Have a well thought out promotion plan – Split your first efforts by contact information available and plan promo waves for the following: All records with All records with no but with fax numbers All records with fax numbers and All records with no and no fax Balance for post card, direct mail, or coverwrap

Minimizing Telemarketing Costs Continued Watch results carefully and adjust plan if necessary Introduce telemarketing when and fax results start to drop (results vary by industry) Your 3 year records should be segmented and tracked separately.

Minimizing Telemarketing Costs Continued Remember that audited demo responses are valid for 3 years. Adjust the length of your telemarketing scripts according. – Long form – Short form – Yes/No form CLEAN YOUR LISTS – REMOVE BAD NUMBERS!

Minimizing Telemarketing Costs Continued Do not forget your non-respondents that do not have phone numbers. – Try a phone append after other media responses drop. – Find out how they responded last cycle. – Send list of non-responders to a list compiler to find different contact names that match that company location for a new contact with phone number.

Minimizing Telemarketing Costs For New Name Efforts Ideas for unit audit publications For none unit audits – pull telemarketing by primary and secondary SIC’s/NAIC’s When renting lists keep track of bad phone numbers. If higher than 5%, ask for a proportionate refund – cannot hurt.

Use Telemarketing to Cross-Promote and add Survey Questions. Promote additional products after the “yes” Have your vendor send a “thank you” or fax Add a different reader survey question to different list segments Close the call with your magazine’s web address

Telemarketing Recording Pros and Cons PRO – Recording can be used as back up to BPA’s verification calls. PRO – No PIQ CON – Bad lists or intimidated vendors? CON – Getting the information to BPA

Telemarketing Quality Control Always, always, always listen in and then review with your vendor rep. Have your vendor send a test file after first couple days of calling. Do your own audits Customize your daily reports