Circulation Best Practices in Telemarketing

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

2. 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

3. 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 e-mail • All records with no e-mail but with fax numbers • All records with fax numbers and e-mail • All records with no e-mail and no fax • Balance for post card, direct mail, or coverwrap

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

5. 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!

6. 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.

7. 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.

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

9. 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

10. 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