Colin Perry from Optimum Contact featured in the November Association Report to discuss when and where to integrate outbound calls into your marketing strategy. Read the full report here
Last year the American Marketing Association reported that “the average consumer is exposed to up to 10,000 brand messages a day” and that number is growing rapidly. There’s a reason that your messaging doesn’t always achieve the cut through that you are seeking.
With a multitude of communication channels at our disposal to share content, there’s nothing quite like making a telephone call to build engagement. Colin Perry from Optimum Contact discusses where to fit a telephone call into your engagement program, what to talk about, and a recent example.
“Your marketing strategies for each of your target segments will have a range of different touchpoints but there are some key times when having a conversation will add exponential value to your value,” Colin explained. Here are a few key triggers that offer a great excuse to pick up the phone.
Welcome a new member
Refer to content in their new member pack or an upcoming activity that aligns with their interests or career path. (If you can, get a staff member, board member, or committee member to make the call even better.)
Say thank you
For referring a new member, providing feedback (positive or negative), volunteering or for mentioning you in a social media post. Four month check-in: remind new members about services they haven’t accessed yet or upcoming activities.
Member recruitment
From cold calling people who don’t know about your association through to converting engaged non-members. Member retention and renewal: don’t lose members because they’ve been too busy to fill out a form – give them a call and help them out.
Event registration
Include an outbound call campaign to increase your event registrations.
Surveys
Ask your members what they really think to help inform your association’s future direction. What do they like, what do they wish worked differently, is there anything missing for them? Members have great ideas that can help you to be innovative in meeting their needs and, in many cases, developing more nonmembership revenue streams.
Colin shared a recent experience with an association that provides support, education, and networking for its members.
“This organisation had a few challenges. Their membership renewals and revenue were below target. They’d experienced a few changes to leadership and key staff involved in the process. Their in-house team was really stretched and they were using temps to pick up some of the slack, and their data entry and liaison with members was suffering. On top of that, their members were very mobile so hard to reach,”
Colin explains, “We implemented a pilot project aimed at building engagement with members. This comprised two calls at strategic times and full administrative support, at a cost of $7,900.” This campaign resulted in a 1,619% return on investment (nearly $128,000), stemming from 43% connected calls and 70% conversion as well as additional opt-ins.
Tips for your call:
• Be clear about why you are calling – what’s your goal?
• Read any notes that have been provided before you pick up the phone – know who you are calling!
• Purchased a list? Make sure you that it has been washed against the Do Not Contact Register.
• When recruiting, be aware of and stick to the rules of outbound calls (telesales).
• Have a list of talking points. A detailed script can stifle any real conversation.
• Adjust your talking points for each target segment.
• Measure results and adjust accordingly.
• Listen!
• If you’ve promised to follow up make sure you do.
• Be empathetic – a bit of understanding goes a long way (consider hardship options if doing sales or renewals).
READY TO MAKE YOUR MEMBERS FEEL TRULY VALUED? Get in touch with the team at Optimum Contact!
