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Bell and Howell

For this project The Telemanagement Group wanted to develop a concept of selling memberships of Bell and Howell's MotorcycleWorld.com to motorcycle dealers Over The Phone (OTP). To do this, we had to develop a hybrid marketing solution that integrated direct mail, teleservices, e-mail and fax. This initiative required us to create a specialized marketing channel and develop a customer base for a new service that had not previously been introduced to the market.

The program focused on creating awareness and action throughout the US to motorcycle dealers that met a very specific profile. Creating these profiles required extensive research to prove that direct marketing principles would work within a targeted list. In the end, The Telemanagement Group created a program that allowed our telephone sales channel to utilize the fundamentals of direct marketing to increase market coverage, reduce the cost of sales, increase customer satisfaction, improve customer loyalty and create a harmonizing relationship with our client's internal personnel.

Because of The Telemanagement Group's profiling and OTP sales technique, our associates produced 1,250 qualified leads and 400 new membership sales for Bell and Howell. This exceeded original expectations by 750 more qualified leads and 240 more sales than initially anticipated. The Telemanagement Group achieved a 32 percent overall response rate by using a hybrid of direct mail, e-mail, fax and teleservices. The cost of sales for the client was drastically reduced from $500 to $100 by utilizing The Telemanagement Group's OTP concept.


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