What Is Marketing Optimization? – The Optimizer Pt.1

The Optimizer is an ongoing informational video series containing tricks and secrets to optimize your marketing. In this segment The Optimizer explains the basics of marketing optimization, and what it involves.

Transcript:

I’m Scott Richards, “the Optimizer”, here to show you how to generate more sales from your direct response radio and television campaign. At Dial 800 we’re in the business of Marketing Optimization – but what is Marketing Optimization? Let’s talk about what it is we do and how it can help your campaign.

First of all, Marketing Optimization involves call tracking – that’s tracking all the inbound calls, all the caller details, at the switch level. It also involves call recording – that is, having all calls – regardless of which call center those calls go to – recorded so you can listen to them. We strongly recommend that you listen to them on a weekly basis. Have your sales team or operators listen to how they’re selling, ensure they’re pronouncing company names and products correctly and examine how effectively they are up-selling and cross-selling. What could be more important!

Marketing Optimization also involves demographics. Call centers have the calls going to them, but what does the quality of the caller look like? How much money do these households make? What kind of occupations do they have? Do they own or rent a home? Our software, CallView 360°, does a deep demographic dive that shows you not only the quantity of calls, but also the quality of the callers. And that information can be critical in letting you know if your advertising is attracting the right people.

Next is Call Routing. Call Routing allows you to send calls to multiple call centers on a percentage allocation basis. You can do that on the fly, from your computer anywhere. Send one call center more or less calls, depending upon how well they’re closing deals for you.

At Dial 800 we also have the largest bank of memorable toll free numbers available anywhere. With memorable toll free numbers – repeater numbers in particular that have lots of digits that repeat over and over again, you can actually increase your sales by as much as 50 percent. We’ve tested this with our clients and if you try it for yourself with an A/B split, which is the best way to test it yourself, you’ll see for first-hand how a memorable, repeater toll free number can help optimize your campaign.

Finally we have what we call Save the Sale. A lot of consumers raise their hand by calling in, but unfortunately a lot of people don’t buy. At Dial 800 we have perfected an automated postcard fulfillment service that appends the caller’s phone number to a name and address so that you can send a postcard in the mail within 24 hours. As a result, people who didn’t buy but were interested in your offer, receive another timely, relevant piece of communication that can help you close more sales.