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Delivering Measurable Results

Delivering Measurable Results

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Delivering Measurable Results

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  1. Delivering Measurable Results Integrated Marketing Summit Integrating Direct Mail with IVR Patty Coldwater, VP Marketing Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  2. Delivering Measurable Results Integrated Marketing Summit Integrating Direct Mail with IVR TERMS Direct mail includes direct communication whether distributed by the Postal Service or e-mail IVR = Interactive voice response. A system built on inbound voice mail that captures details about inbound calls, plays a recorded message for the caller, and offers an interactive survey and recording function. (I’ll explain more later). Response rate = a mathematical expression of the number of people who execute the call to action/the number of people who received the call to action. Results = the outcome of a campaign compared to goals Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  3. Delivering Measurable Results Integrated Marketing Summit How an IVR/Direct mail program works • Steps for the notice: • Toll-free number supplied by IVR processor • Database of recipients (either postal or e-mail) • Each contact is assigned a unique P.I.N. number • Write a direct mail or e-mail notice which contains: • A call to retrieve a recorded message at the toll-free number • Their P.I.N. prominently displayed • An offer for listening to the message and completing the short survey Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  4. Delivering Measurable Results Integrated Marketing Summit How an IVR/Direct mail program works • Steps for the recording: • Write a script that includes a greeting, main message, survey (with mutually exclusive, multiple choice answers • Record the script in the IVR system • Listen carefully and re-record if needed • Request the caller to record a message back by pressing 1 or be connected directly to a sales associate by pressing 0 • Record a voice mail message (they’ll hear if they choose to record a message back) • We usually request that the caller to record their name, job title and e-mail address Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  5. Delivering Measurable Results Integrated Marketing Summit Case Study • Manufacturer located in Loveland, CO • Product line of water analysis equipment, chemistries, and tools • About 12,000 different products costing a few dollars to $50,000 • Markets – municipal water and wastewater treatment plants; • industrial water analysis; analytical labs Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  6. Delivering Measurable Results Integrated Marketing Summit Challenge: Convert expiring warranties into paid service agreements Strategy chosen: IVR audio message • Notice was mailed to owners of equipment with a warranty expiring within 90 days of mailing • Recipient was assigned a unique P.I.N. number and asked to retrieve a 3-minute recorded message about their expiring warranty on specific equipment • Response included short survey (3 questions) or dial out to customer rep Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  7. Delivering Measurable Results Integrated Marketing Summit Warranty Expiration Notices 1, 2, & 3 Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  8. Delivering Measurable Results Integrated Marketing Summit Warranty Expiration Notices 4 & 5 Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  9. Delivering Measurable Results Integrated Marketing Summit Response Rates, Results 1st mailing December ’06 - 20% response 2nd mailing July ’07 – 10% response 3rd mailing November ’07 – 12% response 4th mailing February ’08 – 17% response 5th mailing July ’08 – 10% response Increase in service partnership sales after 2nd mailing 300% Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com

  10. Delivering Measurable Results Integrated Marketing Summit Serendipities of IVR Campaigns • System collects the following data: • Date and time of call • Phone number the caller dialed from • Length of time they stayed on the call • Caller’s PIN (links back to database to identify caller • Numeric tag of each multiple choice question • Any data the caller records can be retrieved and transcribed • Also the strategy collapses the response time to about 2 weeks after the message hits Marketing Techniques to Increase Response & Revenue 719.636.1303| www.TMRdirect.com