Opinions expressed by BIZ Experiences contributors are their own.
Anyone who can still sing the "I wish I were an Oscar MeyerWeiner" song knows ad campaigns can stick with you for a longtime. In fact, according to a recent study conducted at Ohio StateUniversity in Columbus, advertising typically affects purchases forsix to nine months--catchy, effective advertising, that is.
Determining your advertising's longevity can help you planbetter timing and placement for your ads, says Robert Leone, thestudy's author. For instance, if you determine that your printads are remembered for four months, you probably don't need torun them in a weekly publication; instead, space them fartherapart.
Television, radio, magazines, newspapers . . . is one mediumbetter than another for helping customers remember your product?According to Leone, how well and how long people remember your adshas more to do with the ad's cleverness. Also, remember thatpromotional ads--such as coupons and special discounts--usuallyenjoy less longevity since they're intended to get consumers toact immediately.
Stuck In The Middle
You learned how to cater to boomers. You even managed to come upwith a unique marketing approach to attract Generation Xers. Butare you ready for the Tweeners?
Technically, Tweeners--born between 1960 and 1965--are boomers,but according to marketing experts, their attitudes are a far cryfrom those of the typical boomer. "Younger boomers are morepessimistic and worried; they're more concerned about theirpersonal economic situations," says Cheryl Russell, editor ofthe newsletter The Boomer Report.
How should marketers who previously lumped boomers in one hugemass proceed? Unlump--and assuage thirtysomething boomers'insecurities. "These boomers need reassurance," saysRussell. "They're looking for a helping hand." Aboveall, "they need to be told that your products or services willhelp them achieve the American dream." If you can manage that,you'll be reaching more boomers than ever.
You Make The Call
Looking to develop a telemarketing program? Consider these 10tips from Alert Communications Co., a telemarketing service bureauin Los Angeles:
1. Test your program first. Estimate the resultsyou'll need to justify the costs. Give the test enough time tojudge its effectiveness (you'll need to allow at least 20 hoursper telemarketer just for the learning curve).
2. Assess the degree of difficulty of the calls to bemade. "Don't hire an entry-level telemarketer to makea sophisticated sale," says David Kissell of Alert.
3. Write a complete script for your telemarketers to use.No matter the size of your company, Kissell recommends usingscripts, at least in the beginning.
4. Use call screeners, such as your prospects'secretaries, as your allies. Verify with them that you'recalling the right person and where to send information.
5. Role-play with your telemarketers. Have an objectiveobserver comment on both the positive and negative points of thepitch.
6. Use direct mail in combination with telemarketing."[Sending] a piece of direct mail before the phone call is agreat door-opener," says Kissell.
7. Establish a follow-up and call-back system. "If Itry to reach 100 people a day, the next day I can say `Here are my20 hits from [yesterday]; they need to be followed up on,'" says Kissell.
8. Track outgoing call statistics. Use your callingstatistics to identify your best lists and markets, as well as thebest calling times. Also test which script works best.
9. Use your statistics to pinpoint areas for improvement.This will help you hone your telemarketing staff's skills.
10. Always reinforce the powers of listening. "Hiretelemarketers who listen to what your prospects are saying and arenot robots," says Kissell. "They need to listen andrespond intelligently."
Contact Sources
Alert Communications Co., 5515 York Blvd., Los Angeles,CA 90042, (800) 333-7772, (213) 254-7171;
The Boomer Report, 1900 Powell St., #800,Emeryville, CA 94608, (510) 652-9099.
