Welcome to the blog for California’s most strategically-biased event planning, event marketing, sponsorship sales, exhibit sales, and event marketing agency. We serve Sacramento, San Francisco, San Jose, Los Angeles, Orange County, San Diego and all 50 United States.

Okay, you made the decision to create an experiential marketing event.  How do you start?  As every great event planner knows, you plan. Without a plan you plan to fail.  It’s a cliché’, but none the less true. 

The first questions you ask are what are the goals and objectives of your experiential marketing event? And, have you done your due diligence and research?

In the perfect experiential event marketing world, what do you want your target audience to say about your event at the end?  How will you lead them there?

What pieces and professionals need to be in place to execute a perfect experiential marketing event? How long will it take to plan and execute your event?  What is your intended return on investment for your event?

We will answer these question and more in the weeks to come.

Stay tuned for future relevant Event Marketing, Exhibit Sales and Sponsorship Sales content.  We at SalesFish Event Marketing & Sales thank you for joining us in our commitment to unwavering strategic event planning, marketing and execution.

Welcome to the blog for California’s most strategically-biased branding agency, marketing agency, interactive marketing agency, web design and advertising agency.  We proudly serve Sacramento, San Francisco, San Jose, Los Angeles, Orange County, San Diego and all 50 United States.

In previous posts, we discussed the importance of discovering your brand’s promise.  For this week’s entry we journey back onto the trail and subject of strategic marketing. 

One of the fundamentals of disciplined strategic marketing is research. Today we discuss creating a qualitative research campaign. Our first goal is to understand our target market and what we want to accomplish regarding qualitative research and getting in their head. 

What is our methodology and how do we plan on obtaining the information we need from our target market?  By creating a quality survey instrument promoting questions invoking the mind of our target market. This instrument will reveal our target market’s specific emotions regarding their needs or wants concerning a particular product brand or services, etc.

Whether in person or on the phone, it’s important to have qualified marketing professionals executing the surveys. Like doctors, these professionals understand the process of obtaining qualitative information. 

We also recommend for each survey instrument executed you pay the target a fee for their time.  Not only does this guarantee the quality of your campaign, it also speeds up completion time.

Stay tuned! We at SalesFish Brand Marketing, B2B Sales, B2B Telesales, and B2B Telemarketing thank you for joining us in our unwavering commitment to strategic marketing and sales.

Welcome to the blog for California’s most strategically-biased B2B Telesales, B2B Telemarketing and Sales agency serving Sacramento, San Francisco, San Jose, Los Angeles, Orange County, San Diego and all 50 United States.

This week’s post is another relevant rabbit trail coming by way of Jon VanZile in BtoB Magazine:

Chris Connolly, president of Connolly Financial Services in Quincy, Mass., has tried e-mail marketing to reach his small-business clients. He tried mailers, too, but none of it worked.  

 

“If you’re in my business and you’re not cold-calling, you’re not in this business,” Connolly said. Connolly sells multiple financial products to small and midsize businesses, including benefits packages, health care, retirement packages and money-management services.

 

Despite the rise of inexpensive e-mail marketing, telemarketing remains important for many marketing campaigns—and according to Joe Krisky, president of database marketing company Massini Group in Hillsboro, Ore., it’s more flexible and efficient than ever before.

 

Krisky said this turn back to telemarketing is driven by several factors, including a softening economy that makes lead generation more important than ever before and increasingly sophisticated telemarketing campaigns that combine the phone and e-mail with highly targeted call lists.

 

“Large businesses are determining they can use telemarketing to reach small-to-medium businesses,” Krisky said. “Instead of pursuing the huge sale, they are pursuing larger numbers of small-to-medium businesses, each of which will contribute a smaller piece to the top line.”

 

Connolly said he uses industry-specific databases to sort his prospective targets by 401k type and provider, then generates call lists based on the age of the benefit program. Operators of older programs, he said, are often unaware how much they could save by switching to a newer retirement program. Although he hired out the calling, he helps write the scripts himself.

 

This kind of narrow targeting is vital, Krisky said, because the b-to-b world is much more limited than the consumer telemarketing world.

 

“You’re limited by how many companies you can sell to,” Krisky said. “You can’t just go faster and faster. You’ve got to be intelligent in how you approach your targets.”

 

For many marketers, this means blending e-mail and online marketing efforts with telemarketing campaigns. Maureen Feeley-Woods, president of telemarketing company A Better Call in Reading, Mass., provides the calling manpower for Connolly’s campaigns. When her team of dialers makes a connection, they are always prepared to send an e-mail to curious prospects that includes links to Connolly’s online presence and information about his services.

 

“When they ask for information, I think they’re saying, ‘Prove to me you’re real,’” Feeley-Woods said. “About 50% of the prospects want information fast.”

 

The Massini Group goes one step further. The company’s agents are able to send “high-level” e-mails that are tied back to the call center. Agents are able to see immediately which links the prospect has opened, as well as open and click-through rates.

 

“If they aren’t close enough to purchasing to put them in the funnel, we ask if we can send them information periodically in an e-mail newsletter,” Krisky said. According to an internal Massini Group case study, a flexible e-mail component adds as much as a 15% benefit to each telemarketing campaign.

 

“E-mail allows people to read the information,” Krisky said. “It opens up two channels of delivery.”

Stay tuned for more on creating a world-class B2B Telesales, B2B Telemarketing and Sales strategy.  We at SalesFish Brand Marketing & Sales thank you for joining us in our commitment to unwavering strategic planning, marketing and sales execution.