“People and Processes” are key to event marketing campaign success
Advanced Solutions International (ASI) is Europe's no.1 specialist software provider for the fundraising community and the largest, privately-owned global provider of web-based software for not-for-profits, serving nearly 3000 customers and millions of users worldwide since 1991. ASI Europe offers solutions for mid-sized to larger charities and fundraising organisations.
ASI was looking to generate attendance for their upcoming seminars to promote their iMIS Solutions and ProgressCRM software. iMIS 15 offers larger organisations contact relationship management (CRM), fundraising, web, and e-marketing capabilities in one upgradeable, web based solution. ProgressCRM offers mid-sized organisations a packaged and upgradeable fundraising solution rated 'no.1 for customer satisfaction' by CivilSociety IT Magazine.
With a need to invite prospects to ‘impartial’ seminars on how to select software and also indirectly promote both their iMIS Solutions and Progress CRM software, ASI also wanted to make sure that they not only reached prospects who needed software but who would also ‘fit’ with their requirements for a customer. This would ensure their objective of signing up new customers and keeping them - “Our product and our services deliver a solution that enables you to be a customer for life…”
Project Execution and Results
Whilst The Telemarketing Company has huge experience of seminar, webinar, and workshop and event telemarketing, it was a trip to the offices in Brighton to their Account Manager and team which in the end convinced ASI that The Telemarketing Company was the right agency for them.
UK Marketing Communications Executive at ASI comments:
“ASI has been using Telemarketing for some years, both in the USA and in the UK. We looked at a number of Telemarketing agencies and drew up a shortlist based on our requirements. We selected The Telemarketing Company based on their location, facilities and track record with other clients. What sealed it was the tour of The Telemarketing Company, when we were able to see the people and the processes.”
Another key factor which influenced the decision was the in-depth briefing process, involving a visit to the office by the client to brief the callers and ensure the team had the best understanding possible of the objectives of the campaign and the company. ASI was keen to take advantage of the open-door policy at The Telemarketing Company and visited several times to reinforce the relationship. In addition, the frequency of reporting and the regular feedback mechanisms ensured maximum efficiency in the days leading up to the event and enabled the strategy to be improved and refined to achieve the best possible results.
UK Marketing Communications Executive at ASI described their experience during the running of the campaigns:
“Reports have been adjusted over time, as has our criteria. We are not seeking quantity but quality and to achieve this, the callers must understand their target audience and our offering. When we have moved goalposts, The Telemarketing Company has reacted quickly and accurately. The day-to-day contact reports are accurate and complete, showing a good understanding and briefing to us of the conversations held.”
10 months after the start of the campaign, UK Marketing Communications Executive at ASI expressed satisfaction at the results achieved.
“We believe that (running these campaigns) provides the main ‘enquiry’ stream into our sales pipeline way above all other marketing initiatives, even exhibitions etc, and Telemarketing is one of our largest budget commitments.
The Telemarketing Company is meeting, and on some occasions even exceeding, our expectations and overall quality of delegates has been good.
The more we work together, the more effective the process becomes. It’s all about communication and partnership as one team.”