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February 11, 2014

Telemarketing Has a Place in Event Marketing

By Tracey E. Schelmetic, TMCnet Contributor


It’s not news to anyone who has ever done events marketing that the job is not easy. If you’re marketing a physical item and a campaign flops, you still have those items to sell, and you can take another pass with a new campaign. If you’re unsuccessful at marketing an event, you’re left looking at hundreds of empty chairs that you’re paying for, yet unable to recoup money.


There are many marketing vehicles available today for event marketing. Most organizations continue to use tried-and-true methods such as email and even postal mail. But today, companies must be willing to build a savvy mix of not only old methods, but newer ones, such as social media and mobile apps custom designed for the event.

But before you can determine the right mix of media, it’s important to understand your audience, according to a recent blog post by Callbox’s Belinda Summers.

“When you want to generate good sales leads, you need to make sure that you are doing it right,” writes Summers. “That means you should use the right tools. For example, social media marketing will not cut it with business executives that are a bit too old to be using Facebook (News - Alert) for the usual communication. In cases like these, it would be a smart move to just go old-school and trust your telemarketing team.”

Telemarketing, while it may be “old-school,” can be singularly effective in events marketing. Done right, it builds a professional rapport with prospects and can help drive the benefits of attending the event home in a way no other media can offer. By using dialer technology that is linked with the company’s CRM or lead management solutions, inside sales teams can ensure they are calling the right people at the right frequency to reach out.

Summers notes, however, that it’s important not to overdo it. If the called party is not interested the first time, stop calling. Don’t waste your time on what is clearly a dead lead and risk antagonizing that individual so he or she refuses to take your calls for the next event or campaign, advises Summers.

“Even if you find people interested in what you have to offer, you do not keep calling them again and again,” she writes. “In the first or second call, get everything that you need to finish the transaction. Sure, you might think that this is a good B2B lead-generation strategy, but remember, you are not yet generating B2B leads at this point. You just want people to attend your event. Do your marketing and appointment setting campaigns after that, once you have identified potential business prospects,” Summers concludes.

Remember that an event is just the first step of a marketing campaign, and your only goal should be getting people to attend. How you handle the next steps will vary according to your industry and audience, and will require a new set of marketing skills. 



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