TTMC ramps up appointment setting for Licklist, as hospitality sector re-opens
Founded in 2016, Licklist is the UK’s fastest-growing tickets and bookings platform offering a range of tools proven to increase attendance, spend per head, and exposure for anyone in the nightlife industry. Licklist provides pubs, bars, clubs and restaurants with booking systems, technology and marketing tools to drive footfall and awareness. Its pioneering social media platform and network of specialist nightlife photographers give brands the opportunity to maximise their exposure with users on the platform looking to book the perfect night out.
Campaign objective and project background
Licklist’s proposition is perfectly placed to support hospitality businesses and venues needing to operate safely during COVID-19. Their range includes thermal recognition systems, smart distancing devices, walk-in booths to sanitise clothing, in addition to a mobile ordering app and takeaway ordering system that minimise human contact in restaurants and bars.
As lockdown rules began to relax, Licklist saw an opportunity for their mobile ordering app and takeaway ordering system with pubs and restaurants particularly, the first businesses in the sector due to re-open. They wanted to maximise the opportunity with a proactive approach and engaged The Telemarketing Company (TTMC) for an initial campaign based on their sector-specific experience.
Given the window of opportunity, it was essential that the campaign was set-up quickly. Licklist provided a database of target businesses - owners or general managers of independently owned pubs rather than large chains that might have their own ordering systems. Given social distancing requirements the briefing session was carried out via video conferencing to cover key features and benefits and enable TTMC to position Licklist’s proposition in relation to customer pain points and competitor offerings, and handle any objections raised.
Initially one full-time agent was assigned with a target to book 30 demos per month, one every 5.5 hours of calling. However, after just one day of calling, it became clear that a single agent was insufficient to meet demand and the client requested that two additional agents be assigned as soon as possible. TTMC quickly identified two additional agents, who were fully briefed and calling within a couple of days. In addition, to support growing demand, agents were tasked to deliver demos themselves. They needed good product knowledge to tailor demos and highlight relevant benefits from a wide range including flexible pricing and fast pay outs, ease of use both for the business and the customer, an integrated loyalty programme and bespoke design and branding. In addition to proactive outbound calling, TTMC was also tasked to handle inbound enquiries from Licklist’s website, qualifying and converting to provide a regular feed of hot leads.
Given the constraints created by COVID-19, it was important that TTMC were flexible in how they worked and managed the campaign. In addition to the use of video conferencing to facilitate communication, agents worked remotely from home to stay safe and comply with social distancing rules. The calling schedule was also targeted to pubs with outdoor spaces and adjusted to call later into the day to maximise the number of decision makers reached.
In a very short period, agents were booking and delivering demos and taking prospects right through to sign up on the platform. TTMC’s flexibility and ability to ramp up quickly has been positively received by the client, who has also been impressed by the high quality of appointments and demos delivered. After less than a month of calling, 77 appointments had been set, one in every 3.4 hours of calling, far exceeding the original target.
TTMC has now been engaged for a 12-month ongoing programme that will extend to other parts of Licklist’s proposition with particular focus on the takeaway ordering system. Initial targeting has been on mainland UK but the engagement will also broaden to include Wales and Scotland as their lockdown eases.