How to make a success of telemarketing
Jun 12 2003
A nationwide campaign has been launched by the Telephone Preference Service (TPS) to raise awareness of the important role it plays in telephone marketing.
The TPS, run by the Direct Marketing Association (DMA), enables consumers to opt out of receiving direct marketing telephone calls by registering their details with the service. Companies involved in telemarketing can obtain the lists by subscribing to the TPS. This reduces the number of people inconvenienced by unwanted calls.
Research conducted by the TPS has shown that 71% of small firms comply with the rules, but there is still a significant proportion that is unaware either of the service or how to use it.
The awareness campaign, which consists of articles and information leaflets, is intended to educate smaller companies how to use telemarketing effectively and within the law.
According to the TPS survey, the three main benefits of telemarketing were its ability to get a targeted and immediate response, better interactivity with consumers, and increased closure of sales or deals.
Intrusiveness was the main drawback, along with the inexperience of some of those conducting the calls and the obvious use of scripts.
For more details about the Telephone Preference Service, visit the website at www.tpsonline.org.uk.
Also see the Marketing section of our site.
(12/6/03)
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