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2003 Catalog Request Survey Sponsored by MeritDirect Conducted by ResponseB2B Presented by Bill Ruppert wruppert@respon

2003 Catalog Request Survey Sponsored by MeritDirect Conducted by ResponseB2B Presented by Bill Ruppert wruppert@responseb2b.com 817-442-0698. Introduction. Gaining new customers is critical Lead generation is one of the few ways to find new customers

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2003 Catalog Request Survey Sponsored by MeritDirect Conducted by ResponseB2B Presented by Bill Ruppert wruppert@respon

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  1. 2003 Catalog Request SurveySponsored by MeritDirect Conducted by ResponseB2BPresented by Bill Ruppertwruppert@responseb2b.com817-442-0698

  2. Introduction • Gaining new customers is critical • Lead generation is one of the few ways to find new customers • Priority of lead generation is too low at many catalogers ResponseB2B 2003 Catalog Request Survey

  3. The Catalog Request Survey • No matter how you generate the leads, you have to do something with them • Phoned to request a catalog from 147 business to business catalogers • Did similar surveys in 2000 and 2001 • Did not do a survey in 2002 ResponseB2B 2003 Catalog Request Survey

  4. Part 1 - The Call ResponseB2B 2003 Catalog Request Survey

  5. Rings and Hold Time • Calls done May 13 - May 16, 2003 • We were prepared to measure number of rings, hold time, etc • Once again, this was a non-issue. There were only 2 substantial hold times. ResponseB2B 2003 Catalog Request Survey

  6. Quality of the Reps • Ranked each rep on friendliness and professionalism. Highly subjective! • This year a separate grade was given for each • Friendliness - smile in voice • Professionalism - comfort with the task ResponseB2B 2003 Catalog Request Survey

  7. Rep Rankings ResponseB2B 2003 Catalog Request Survey

  8. Information Collected by the Mailer ResponseB2B 2003 Catalog Request Survey

  9. Information (Not) Asked For • Only 63% asked for telephone number! • Only 18% of catalogers asked how we heard about them! • 15% asked for an email address, up from 7% ResponseB2B 2003 Catalog Request Survey

  10. Some Call Handling Issues • 45% answered by an AVR system • 32% with an AVR menu • 20% with catalog request option • 21% with a monitor warning • 9% read back the address, up from 5% • 66% said “thank you” - 34% did not • 8% asked about a possible duplicate ResponseB2B 2003 Catalog Request Survey

  11. Strike While The Iron Is Hot • A golden opportunity missed! • Only 7% tried to solicit an order • Only 6% mentioned their web site ResponseB2B 2003 Catalog Request Survey

  12. Part 2 - The Delivery ResponseB2B 2003 Catalog Request Survey

  13. Delivery Time • Delivery time slowed down a little • Delivered in 7 calendar days: • 65% in 2001 • 54% in 2003 ResponseB2B 2003 Catalog Request Survey

  14. Delivery Time ResponseB2B 2003 Catalog Request Survey

  15. The Empty Mailbox • 25 of 147 (17%) have not arrived • after 6 weeks elapsed time • In 2001, 10% never arrived at all • There are few ways of gaining new customers and they are all expensive • Not sending a catalog to someone who calls and asks for one is a terrible waste ResponseB2B 2003 Catalog Request Survey

  16. How Delivered • 51% First Class • 16% Presorted Standard • 9% USPS Priority Mail • Gap between Priority Mail and First Class narrowed ResponseB2B 2003 Catalog Request Survey

  17. How Delivered ResponseB2B 2003 Catalog Request Survey

  18. Days by How Delivered Only catalogs delivered within 28 days to eliminate extreme outliers. ResponseB2B 2003 Catalog Request Survey

  19. Test Faster Delivery • Speed is important • Fine balance between cost and timeliness • Consider testing more expensive but faster delivery methods • However, check on First Class versus Priority Mail - gap has narrowed ResponseB2B 2003 Catalog Request Survey

  20. Addressing • 13% had a spelling error (37% in 2001) • 9% read back the name and address (5% in 2001) • 10% of the catalogs were hand addressed (11% in 2001) ResponseB2B 2003 Catalog Request Survey

  21. Envelopes and Info Requested • 12% of the catalogers sent a bare piece (14% in 2001) • The envelope allows extra components to be sent • 42% of the packages indicated “here is the information that you requested” (37% in 2001) ResponseB2B 2003 Catalog Request Survey

  22. Part 3 - The Package ResponseB2B 2003 Catalog Request Survey

  23. Package Summary ResponseB2B 2003 Catalog Request Survey

  24. Almost Empty Envelopes • 12% sent a bare catalog • 31% of packages had only a catalog, 24% had a catalog and welcome letter • Beefing up your package is worth testing, given the negligible added cost ResponseB2B 2003 Catalog Request Survey

  25. The Welcome Letter • Letters were the most common component, in 48% of packages • In 24% of packages, the letter was the only extra component • If you are going to put a catalog in an envelope, include a welcome letter • Even a bare catalog can have a welcome letter ResponseB2B 2003 Catalog Request Survey

  26. Most Common Letter Themes • Benefits of dealing with your company • Benefits of your products • Price • Guarantee • Ease of ordering • Speed of shipment • Quality of the customer service reps • Product selection • Product quality • Ordering options and hours ResponseB2B 2003 Catalog Request Survey

  27. Less Common Themes • Free shipping • Number of customers served • Availability of items not in the catalog • Exclusive products and designs • Name brands • Availability of samples • Technical support / expert advice • Availability / speed of imprint / customization ResponseB2B 2003 Catalog Request Survey

  28. Say Thank You! • Most letters, but not all, thanked us for requesting a catalog • This should be a part of your letter ResponseB2B 2003 Catalog Request Survey

  29. Samples • The second most common component was a sample • There were samples in 12% of the packages • A wonderful tool, where possible ResponseB2B 2003 Catalog Request Survey

  30. A Variety of Other Components • Testimonial sheets • Guarantee cards • Business reply envelopes • Product flyers • Business cards • Rolodex cards • Extra order/fax forms • Additional catalogs • Special offer pieces • A bag of candy • A videotape ResponseB2B 2003 Catalog Request Survey

  31. Special Offers • 15% made an offer vs. 11% in 2001 • The most common was a 10-25% discount off the first order • Second most common was $5-$30 off an order of at least $25-$150 • Most offers had expiration dates, in a range of 14-90 days ResponseB2B 2003 Catalog Request Survey

  32. Immediate Follow-up • 18 mailers telephoned • 6 mailers sent email of 22 who asked • Staples sent a separate first class letter • 16 mailers have already sent a regular mailing. ResponseB2B 2003 Catalog Request Survey

  33. Catalog Request Wrap Up ResponseB2B 2003 Catalog Request Survey

  34. Test a Complete Package • Gaining new customers is critical to your success • Make the best impression on people who have gone to the trouble of asking for your catalog • These inquirers are highly convertible into customers! ResponseB2B 2003 Catalog Request Survey

  35. A Test Package • Design a good welcome letter • Print a guarantee card • Include a testimonial sheet • Throw in some fax order forms • Send some samples if possible • Test $10-20 off a $100 order • Make sure it says “here’s the info you requested” • Once fine tuned, spend more time and money on generating requests ResponseB2B 2003 Catalog Request Survey

  36. Customer Inquiry Checklist • Generate requests using space ads, card decks, package insert programs, catalog blow in cards • Make sure your reps understand the importance of handling catalog requests well • Read back the name and address information • Ask for the phone number and email address • Ask for permission to send email promotions • Mention your web site • Attempt to sell during the initial call ResponseB2B 2003 Catalog Request Survey

  37. Check List, Continued • Track where the catalog requests are coming from • Send a great package • Promptly send it first class or priority mail • Make a follow-up sales call • Send regular emails • Send a follow-up mailing 3 months after the initial request • Test mailing more follow-ups • Fine-tune your package • Test different elements • Test different offers ResponseB2B 2003 Catalog Request Survey

  38. Bottom Line • Pay more attention to lead generation and the catalog request process • Make sure your phone reps understand the importance of inquiries • Be sure that the pieces get mailed • Test, test, test ResponseB2B 2003 Catalog Request Survey

  39. Post Request Follow-up Mailings

  40. Follow-up Overview • Covered in exhaustive detail last year • Survey 1 now has three years of data • Survey 2 now has two years of data • Prospecting trends over time ResponseB2B 2003 Catalog Request Survey

  41. ResponseB2B 2003 Catalog Request Survey

  42. ResponseB2B 2003 Catalog Request Survey

  43. Survey 1 Pieces Mailed Frequency Distribution ResponseB2B 2003 Catalog Request Survey

  44. Survey 2 Pieces Mailed Frequency Distribution ResponseB2B 2003 Catalog Request Survey

  45. ResponseB2B 2003 Catalog Request Survey

  46. Prospecting Activity • There was a large amount of activity in first year of first survey. Activity dropped off after 9/11. • Third year has trickled off to mostly intra-company mailings ResponseB2B 2003 Catalog Request Survey

  47. ResponseB2B 2003 Catalog Request Survey

  48. ResponseB2B 2003 Catalog Request Survey

  49. ResponseB2B 2003 Catalog Request Survey

  50. Inquiry Follow-up Conclusions • Do not ignore catalog requesters after fulfilling the original request • Do not treat them as well as you treat new customers, either - unless your results justify it! ResponseB2B 2003 Catalog Request Survey

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