Overview
Case Study - Call & Contact Centre - Outbound Segment - Media
Industry Sector
- Media
Services Provided
- Data Services
- Call & Contact Centre
Client Overview
Large media company – part of a significant group nationally. This division of the company is Victorian based and has been a client for 5 years.
Client Objectives and Needs
To support the sales and growth of advertising revenue, this client has a major ongoing requirement to replace the attrition in standard circulation. The objective is to effectively meet an annual target for the attainment of a significant number of new clients on a trial subscription basis – this is done via telephone contact to individuals on an unsolicited basis. A further and more important objective is retain (via the offer of a secondary follow-up offer) in excess of 75% customers when the customer’s trial subscription is nearing conclusion.
Methodology
A strategy has been refined over the 5 years which involves:
- Highly targeted data sources that match the buyer profile of the publication
- Attractive discounted introductory offer with a well considered and relevant call strategy that enhances the brand whether the customer accepts the offer or not
- Highly trained and interested Communicators
- Robust data collection and transfer processes
- Detailed reporting
Outcomes and Results
This company continually returns each year to this form of activity to “top up” attrition in circulation as it is has proven to be by far the most cost effective means to getting the 50,000 subscriptions it requires. In following a simple and non aggressive telemarketing approach with a product and brand that is well known, we are able to convert in excess of 75% of new customers to a secondary and more expensive subscription and prove via independently conducted research that the brand is being enhanced via the contact with 400,000 consumers annually.