Exceeding Targets
How Our Telemarketing Skyrocketed Appointments for a Business Rates Company
Summary
Using Telemarketing To Follow Up On Postal Marketing Campaign
In our latest case study, we spotlight a transformative collaboration with a prominent print marketing company that orchestrated a strategic letter writing campaign for their client in need of business rates reduction services. The client was unable to follow up on these letters by phone themselves, due to existing client work.
Challenges
Timely & Persistent Follow Up
In the highly competitive environment of a business rates, the client found themselves at a critical juncture. They had initiated a letter-writing campaign to promote their business rates reduction services, aiming to assist businesses in managing their overheads more efficiently. Despite the creative effort and the initial interest generated, they hit an unexpected roadblock.
The high volume of their ongoing client work meant they were unable to allocate resources to follow-up calls. This lack of personal engagement after the initial contact resulted in a substantial drop-off in conversion rates. The client recognized that without direct follow-up, the impact of their letter campaign could not be fully realized, as the crucial step of engaging interested businesses further was missing.
In an attempt to bridge this gap, the client initially sought to streamline their internal processes, hoping to free up staff to undertake follow-up activities. However, the intricate nature of their work, combined with the need for dedicated attention to existing projects, meant that reallocating resources internally was not feasible without compromising the quality of their core services.
This situation underscored the critical challenge of balancing new business acquisition efforts with maintaining the high standard of ongoing projects. It became apparent that an external solution was needed to ensure that the momentum generated by the letter-writing campaign could be capitalized upon, turning initial interest into tangible business engagements.
Solution
Collaborating To Make Telemarketing Calls At The Right Time
At the heart of this campaign was the goal to optimize the performance and reach of the highlighted product: business rates reduction services. The print company harnessed this opportunity to create a bespoke letter-writing campaign that would not only educate but also engage their client’s business rates clients on the potential savings and benefits achievable through tour service offerings.
We selected the ideal team members to then follow up on the letters sent. Business Rates is highly competitive, so the 2 key focuses is to:
Get through to the decision maker
Build trust & momentum
Fortunately, we have team members who the data showed have a particular knack for this style of conversation. We put them on the campaign and the relevance of the call, coupled with the thoughtfulness of the letter resulted in a high performing campaign. This case study serves as a blueprint for future campaigns aiming to bridge the gap between highly competitive services and their prospective users in a manner that is both informative and engaging.
Outcome
The highlighted product, business rates reduction services, yielded unprecedented success in the featured customer's recent letter-writing campaign & telemarketing. The strategy not only amplified the visibility of the service but significantly increased engagement, leading to a record-breaking number of appointments. This surge in engagement was a direct result of the comprehensive and strategic approach taken, which emphasized the value and benefits of the business rates reduction services offered.
The tailored messages in the campaign resonated well with the target audience, resulting in heightened interest and a substantial uptick in inquiries, illustrating the efficacy of combining personalized print marketing with specialized financial solutions. Moving forward, the featured customer plans to build on the momentum generated from this campaign by exploring additional targeted marketing strategies. They aim to leverage the insights gained from this success to fine-tune future campaigns, further enhancing the precision and effectiveness of their marketing efforts.
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