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Telemarketing Services Can Maximize Benefits of Direct Marketing Campaign

Telemarketing Services

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March 13, 2008

Telemarketing Services Can Maximize Benefits of Direct Marketing Campaign

By Susan J. Campbell, TMCnet Contributing Editor

Direct marketing campaigns play a critical role in the success of a company and the launch of a new product or service. Most companies can, however, face challenges when trying to implement successful campaigns and maximize their exposure. 

When considering the challenges that are faced, most companies face obstacles with meeting response results as well as conversion rates with Direct Marketing Campaigns.

Direct marketers are also faced with the difficult problem of ensuring metrics for their campaigns are quantifiable.  However, the largest challenge with any direct results campaign is making the effort profitable.

Telemarketing is often used to overcome these challenges. Although it can be an expensive channel, telemarketing can be extremely profitable when done correctly. Quality design and careful study can ensure that a telemarketing services campaign runs above expectations. 
Telemarketing services is the phone area of a direct marketing campaign and can fit in with any call to action, up sell, cross sell, or even acquisition style program. Like all direct marketing if there is a target and a segment than it is possible to reach the right buyers, and a telemarketing campaign affords direct marketers a sales person directly interfacing with their target audience.

It is important to work with the telemarketing services provider to make sure these goals are achievable. Response rates for telemarketing services exceed that of any other direct marketing effort, meaning that conversion goals are more easily achieved. Telemarketing campaigns produce massive amounts of data that can almost pay for the entire telemarketing effort.
Telemarketing services, can allow companies to not only learn more about and from their customer base, but it can also provide direct access into their customers’ lives and homes. This allows a massive amount of database updates, while also illustrating buyer behavior and major buyer objectives.

Using telemarketing services can also allow the opportunity for companies to up sell and cross sell telemarketing customers with new products and offerings. In addition, to help reduce the cost of telemarketing services, companies can jointly run a campaign and off sell the cost with multiple up sells and cross sells.
The major risk with a telemarketing services campaign is the cost and recouping the dollars spent on the effort. Because of the nature of the telemarketing channel the cost for services can be easily predicted and the average cost per order can be estimated in a fashion that makes reaching a goal plausible.

The first way to ensure success is to have clearly defined goals as well as a cost per sale in mind so when the telemarketing services provider designs the campaign they can estimate if results are achievable or not. Like any direct marketing campaign metrics are available that will allow for a relatively predictable outcome.

At the end of the day, the direct marketing campaign can significantly benefit from the implementation of a robust telemarketing implementation. It can ensure swift ROI and maximize the benefits of the campaign itself.
For more, check out the Telemarketing Services channel on TMCnet.
Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for To see more of her articles, please visit Susan J. Campbell’s columnist page.

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