Power Direct Marketing: The Book
A "Live" Example
The place to start any program is with planning. It is basicfundamental. But how and where to start? It seems as if the answer ought to be: Start at the beginning.
Sounds simple enough, right? But, it hardly ever works just that way. Because the question many times comes after the program has already begun. You started with some good ideas in your head (nothing on paper, or very little), a rough budget to work with, and an unrealistic timetable. Objectivesmaybe, maybe not.
Not long ago I had an opportunity to work with a major bank on planning an extensive telemarketing program. Heres some background. The bank has been around since the tail end of the last century. They have over 100 branches. They are "big" in their marketplace. They changed their name not long ago, updated their logo, hired some real marketing professionalsand are fast moving into the 21st century.
The branch system, however, is still operations-oriented. Not sales and marketing. Some dont understand at all and have moved out. The majority of the balance are excited about the new direction, but need help.
The bank has a planned advertising program. It is continuing and ongoing. Marketing wants to coattail that exposureand introduce some new products to their customers.
The idea is a direct mail program to a highly selected audience of bank customers who are most likely to qualify for a specific new product. Followed up with telephone calls from the branch where that customer banks.
On paper it looks and sounds solid. Problems with personalization of the direct mail by each branch, and other potential mail details, could easily be controlled and solved. What about the outbound telemarketing follow-up programhow is that to be put together? What is the plan?
On the pages that follow is the question sheet put together to determine the details of the facts, the situation, where and how the bank sees itself in relation to strategy and tactics, and a few thoughts about the methods needed to implement the program.
I share these with you because, as you carefully review these questions, youll readily note that The 8ight Point Market Action Plan is thoroughly covered. Plus, because this was the first project with this bank, some "get to know you" questions. Here goes:
Questions to Answer as We Plan a Telemarketing Program
I. What is the primary objective of the calls? Secondary objective? What do you want to accomplishin the short term specifically, and in the long term?
A. What is the design of the planned marketing program?
B. How do you plan to measure the results of the program? How will you evaluate success?
C. What is the banks current marketing "climate"?
D. Will the telemarketing program be a one-time event, or is the idea to make a commitment to continue calling on all or most projects?
II. What job aids (sales support tools) will the people on the phones in the branches have available to work with?
A. Paper and computer oriented tools:
B. What advertising and marketing promotional materials (fulfillment) is available? How will it be offered to your marketplace? By mail and/or 800 number? At the branch? Other?
C. What data will you want the callers to collect on each targeted customer or prospect? How will they collect that data?
D. How will the callers keep records of who on the target calling list has been reached? Who needs a callback? When? Who has been sent the fulfillment package and/or other information? Who has bought? Other?
E. Reportingwhat would you like/what do you need in the content of reports? How often do you need/want to receive this data? Is there a system for you to get it as often as necessary?
III. What personnel will make the telemarketing calls?
A. Who will make the calls from the branches?
V. What else do you think/know is important for us to know that will help us work with you to get this program up and running successfullyquickly?
VI. What is the company organization?
A. How are the branches organizedwhat is the reporting structure?
B. Is there anything else about the bank that may be relevant or useful or nice to know?
Detailsdetailsdetails! Yes, many, many specific questions. Which the bank answered, one by one. The result being a well thought-out plan was developed and implemented.
It was very much a team effort. The marketing team from the bank and the marketing team from the telemarketing and training/consulting firm. Lots of togetherness. And it worked, because the time was spent in the beginning getting the plan ready.
by ROCKINGHAM*JUTKINS*marketing, all rights reserved.