Are You Operationally Ready for DRTV? Part 3
Over the course of the past month, I’ve been discussing DRTV as a way to acquire new customers. This week, I examine one of the main elements of response — your call center.
When it comes to response from DRTV promotions, ask yourself if your call center can handle the peaks and valleys (mostly peaks) of DRTV. Staffing a call center to handle TV-driven response can be a nightmare. Unless you want to limit the media you buy severely, you’ll need to be staffed up to 24 hours a day.
An even greater challenge is trying to predict and forecast call spikes.
The best approach is to hire call-center reps whose core competency is inbound calls from TV. Here’s why:
1. A large call-center staff is able to handle any and all spikes, 24/7.
2. Such third-party call-center firms have the core knowledge of how to set up inbound campaigns to maximize the return on investment for TV-specific customers.
To me, that makes sense. I hope it does to you, too. There are some really great call centers that can help you out. To find some, turn to pg. 30 of the December 2007 issue of Catalog Success, the special Resource Guide issue. Or, you can find that section of the guide on the Catalog Success Web site by clicking here.
Speak to you next week, where I’ll continue with more on how to best set up DRTV operations.
Jim Gilbert is president of Gilbert Direct Marketing Inc., a full-service catalog and direct marketing agency. His LinkedIn profile can be viewed at www.linkedin.com/in/jimwgilbert or you can post a comment here or e-mail him at firstname.lastname@example.org.
Jim Gilbert has been creating direct marketing programs that drive superior ROI for almost 30 years. Fluent in consumer or B-to-B, creative, operations, and analytics, he marries the strategic and tactical sides of direct and social media marketing in a seamless fashion that gets results. He's CEO of a multidiscipline direct marketing agency, Gilbert Direct Marketing, Inc., which focuses on direct mail, catalogs, DRTV, telemarketing, print, alternative direct marketing media and social media marketing. Jim has been involved in start-ups, expansions and turnarounds, and is an expert in helping multichannel marketers get to the "next level." He's a former adjunct professor, teaching direct marketing at Miami International University, and is President of the Board of Directors of the Florida Direct Marketing Association. Jim loves to talk direct marketing, and has done many lectures on direct and social media marketing.