Newspapers Surviving Through Telemarketing
Telemarketing used to be a way to get your leads and customers on the phone, speak with them, explain the advantages of your product, and make a sale. Quickly though, telemarketing got out of control, phone calls were becoming too frequent, intrusive, and non-targeted. With the use of the internet, some businesses gave telemarketing up, but what about the ones that have always relied on it?
Newspapers have always had a roll in distributing advertising, but often what people forget is that the newspaper has to be advertised as well. Telemarketing has always played an essential role in newspaper marketing, even after the government began cracking down and regulating the market with strict privacy rules. Do-Not-Call lists have made it increasingly difficult for newspapers to reach the consumer. Less than ten years ago, most large circulation newspapers did their own telemarketing, but now it is outsourced to independent contractors.
When auto-dial came into play, telemarketing not only because un-targeted, but now even more so, impersonal. The effectiveness of an auto-dial to generate a new customer is much lower than it is when it’s used to just contact a previous subscriber who should renew their subscription.
So what am I getting at here? In a day when technology has taken over, sometimes it’s good to take a step back and look at marketing techniques that used to be successful. Making phone calls, for many people today, seems to be deemed ‘scary’; they try to keep everything over e-mail and non-direct contact. So as nervous as you might be to make a business call, remember how effective it can be to get someone on the phone. The newspaper industry has stayed true to their tactics that have always created the most sales for them and in turn made them an industry that has far outlasted many others.
Could this help you?
You can read more on this article via Newspaper Association of America: http://community.naa.org/blogs/circulation/archive/2009/09/02/telemarketing-continues-to-fill-an-essential-need-for-newspapers.aspx
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Newspapers have always had a roll in distributing advertising, but often what people forget is that the newspaper has to be advertised as well. Telemarketing has always played an essential role in newspaper marketing, even after the government began cracking down and regulating the market with strict privacy rules. Do-Not-Call lists have made it increasingly difficult for newspapers to reach the consumer. Less than ten years ago, most large circulation newspapers did their own telemarketing, but now it is outsourced to independent contractors.
When auto-dial came into play, telemarketing not only because un-targeted, but now even more so, impersonal. The effectiveness of an auto-dial to generate a new customer is much lower than it is when it’s used to just contact a previous subscriber who should renew their subscription.
So what am I getting at here? In a day when technology has taken over, sometimes it’s good to take a step back and look at marketing techniques that used to be successful. Making phone calls, for many people today, seems to be deemed ‘scary’; they try to keep everything over e-mail and non-direct contact. So as nervous as you might be to make a business call, remember how effective it can be to get someone on the phone. The newspaper industry has stayed true to their tactics that have always created the most sales for them and in turn made them an industry that has far outlasted many others.
Could this help you?
You can read more on this article via Newspaper Association of America: http://community.naa.org/blogs/circulation/archive/2009/09/02/telemarketing-continues-to-fill-an-essential-need-for-newspapers.aspx
Back