Increasing ROI through Telemarketing
The Challenge
Infinity is a management consultancy firm that offers a range of services
including Six Sigma training and implementation.
Infinity approached Marketing Angels to help attract a total of 44
delegates to a series of Executive Briefing events.
These Briefing events were designed to provide an opportunity for
businesses to gain a better understanding of the benefits of introducing
Six Sigma practices to their business.
The Process
Marketing Angels worked with Infinity to identify key target markets,
review the competitive landscape and develop relevant marketing messages to
clearly articulate the benefits of attending a Six Sigma Executive
Briefing.
A highly targeted direct mail campaign was developed, incorporating a
clear and concise covering letter with a simple promotional
brochure/registration form to generate bookings for the Executive
Briefings.
Important to the success of the campaign however was a comprehensive
follow-up telemarketing campaign.
Our telemarketer worked a total of 1060hrs over an 8.5 month period. The
telemarketing campaign involved making contact with 500 companies on the
Infinity database. We typically made contact with several contacts within
each company as part of the process.
The Results
100% success. We exceeded the target and delivered 60 delegates in total
representing a total of 23 companies.
Of the companies who attended the Executive Briefings, 5 converted to
clients.Plus, the marketing campaign also generated direct business for
Infinity from prospects who were ready to implement Six Sigma into their
organisations, by-passing the need to attend the Executive Briefings.
The campaign achieved a 100% return on investment.
