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The
ideal solution for companies receiving anything from 50
to 1000 enquiries a month
The
Respond & Build service handles your coupon responses,
sends out the required information,
qualifies the enquirer, automatically sends copies to your
selected sales people, adds them to a prospect database, and
makes light work of building a fully categorised marketing
source for future sales and marketing activities.
All
enquiry response coupons- from advertising, editorials, exhibitions
and other marketing activities- deserve prompt response, should
be properly qualified and be actively followed-up. Only then
will you begin to get real value from your investment in promotion.
With
Respond & Build there is even more to be gained. Because
we can link the service to your existing contact management
or prospect database, each enquiry and the resultant feed
back from sales can be used as part of a longer term dynamic
marketing strategy.
Get
real value from your investment in promotion
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The
Benefits
You,
as the client, maintain control of your own database within your
own premises at all times.
Previous
experience of customers using external enquiry and database handling
facilities indicates that, often, such systems lead to eventual
frustration because the agency does not understand the requirements
as they evolve and the customer loses control of his own data.
Not
so with Respond & Build. Just see how you could benefit.
Enquiry
fulfilment - including choice of response literature, evaluation
of effectiveness, etc becomes an integral part of your advertising/PR/Direct
Mail programme.
The
discipline of Respond & Build ensures good response planning
rather than re-active decisions compromising effectiveness.
You, as the client, maintain control of your own database within
your own premises at all times.
So it's always available for reporting and look-ups.
Meanwhile,
at Imarco, the Respond & Build service keeps an active second
copy, which is continually updated with new streams of enquiry data.
Through an agreed system of data exchange the two databases are
regularly matched, de-duplicated and updated.
How
does it work?
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Data
storage and exchange
Imarco
holds a remote copy of your existing enquiry database.This
allows us to automatically exchange all additions and amendments
made either on the central or the remote systems.
Typically
this happens weekly, but any frequency can be arranged. Once
an exchange has taken place, both copies of the database become
identical.
Enquiry
processing
Imarco
enters new enquiries on a daily basis as they are received
from advertising, public relations and direct mail activity
either from the client or direct from the publications.Telephone,
exhibition and internet enquiries come via the client, with
standard enquiry forms agreed especially for telephone enquiries.
Fulfilment
Literature,
data sheets, prices - whatever
has been agreed with and supplied by the client - is despatched
to the enquirer, together with a personalised letter to acknowledge
and follow up their interest.
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Follow-up
A
copy of the processed enquiry is forwarded to the correct sales
executive for that area for fast follow-up and subsequent reporting.
Mail
outs
Access
to the active database means that Respond & Build can
also manage mailings to selected groups within the database.
Imarco
can provide a complete design and print service maintaining
the whole programme within a single cost efficient service
structure.
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What
are the costs?
Two areas of cost are involved. Setting
up and on-going monthly
service charge.
Right
from the start, Respond & Build was conceived as a cost efficient
service. A service designed to take the strain out of hard pressed
sales and marketing support departmentsand
to deliver back a dynamic and growing database.
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1.
Setting up
This
includes installing the necessary software and communications
systems and agreeing and documenting the procedures with the
client.
This
might initially include :
The
purchase or upgrading of suitable database handling software
and
licence fees for operation at the
client's premises and at Imarco.
Implementation
of new licences, including data transfer and communications
Procedure
definition, agreement and documentation. The costs for such
activities might be in the region
of £4000-5000 excluding client
modem, call and internet service provider network charges
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2.
Monthly service charges
These
are variable and depend on the
content of service requested and the number of enquiries processed
during
each month.
Cost
may assume the following:
Check
incoming leads against the
database, adding them to existing
records or entering new records as appropriate
Produce
an envelope label and a
standard personalised letter for each
one
Insert
literature and frank postage
Each
week notify sales engineers of
all enquiries relevant to them by means
of fax or email to their home addresses
Produce
a weekly report of enquiries received
Communicate
up to twice a week with
the central database to exchange
updates
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