TTMC generates 163 appointments from 767 decision maker conversations for The Business Disability Forum
The Business Disability Forum (BDF) is a world-leading not-for-profit membership body working towards enabling disability-smart organisations. For almost 30 years, it has helped organisations understand the needs of disabled customers and assess their products and services across a range of disabilities using a bespoke self-assessment tool. The Forum provides pragmatic support, advice, and training to help organisations improve their accessibility for customers and employees, and accredits organisations signing up to the Department of Work and Pension’s “Disability Confident” employer scheme. Partners and members employ around 15% of the UK workforce and include businesses such as Google, British Airways, the Ministry of Defence and KPMG.
Campaign objective and project background
BDF decided to engage a specialist appointment-setting agency to carry out a targeted membership drive. They considered a number of agencies but engaged The Telemarketing Company (TTMC) due to the agency’s previous experience working with similar bodies and charities supporting those with disabilities in the workplace and community.
Most businesses today are aware of their obligations and the financial benefits of providing full accessibility to disabled customers and employees in terms of the purple pound. With the significant spending power of this consumer segment, the expectation was that businesses would be receptive to a phone conversation about their needs and the support available.
BDF, therefore, decided to carry out a proof of concept to assess the channel, with the goal of creating awareness of membership benefits and scheduling face-to-face appointments to hear more about their products and services.
Project execution
A briefing took place at TTMC premises in Brighton, a lead caller was assigned and a number of other agents trained to allow different styles and approaches to be tested. The campaign targeted a wide range of sectors from construction and transport, leisure and tourism to insurance and utilities. These comprised pre-existing members and potential new members. As BDF offers a very broad spectrum of products, tools and services, it was necessary to highlight the benefits of membership for both potential and ex-members to encourage engagement.
The approach was specifically aimed at CEOs, Managing Directors and/or HR Managers who are predominately the decision makers and budget holders. Appointments were set up with the budget-holders and decision makers, those with the authority to sign-off the membership procurement.
It was necessary to integrate calling with other channels including email outreach, event marketing and social media. Whilst the telemarketing activity was aligned with the overall marketing strategy and messaging, it also needed to flex to support short-term requirements such as seasonal events, targeted campaigns into specific segments such as the Fire and Rescue Services, and membership drives for specific key accounts. To ensure calling remained in sync with other activity and to provide a feedback mechanism to hone performance, weekly meetings took place to review activity and brief callers on current priorities. Call recordings and real-time results shared via TTMC’s online client portal, TTMC Connect, also supported close collaboration between client and agency.
The lead caller has remained consistent throughout the engagement ensuring continuity and allowing a deeper level of understanding of the client’s proposition and needs to build over time and feed campaign success. As TTMC’s knowledge has grown, callers have been able to field a broader range of questions and take increased responsibility for the appointment making process, using their judgement to schedule a mix of phone and face-to-face appointments to ensure the most efficient use of resource, minimise fall out rates and increase conversion.
"Leading on the project I have been extremely happy with the results of the business arrangements, TTMC members of staff have been exceptional from the very beginning, always willing to listen, eager to learn, prepared to adjust their processes to suit our business model as well as being proactive to suggest new ways of developing the business process for best results."
Business Development Manager, Business Disability Forum
Results
The success of the trial period resulted in an ongoing engagement and a trusted partnership has evolved so that telemarketing is now a key element of BDF’s marketing plan. The relationship which was very collaborative from the start, has now grown into a close, trusted partnership with the agency fully integrated and firmly established as an extended part of the BDF team.
After 1 year and 3 months of calling, 767 conversations have taken place with qualified decision makers generating 163 appointments, at a rate of one every 7.30 hours. Following the success of this year’s engagement, client and agency will meet shortly to discuss next year’s strategy and requirements.