Hw To Use Telemedia For Telemarketing

Exhibit 14-9 Volvo uses an infomercial to attract buyers

compact discs, and a variety of items are now promoted (and sold) this way. The major shopping channel in the United States (QVC) accounted for over $3.9 billion worth of sales in 2002, reaching over 84 million households and fielding more than 130 million calls.26 Industry studies project a 5 percent growth rate, to $15.6 billion, by 2006.27 QVC is pursuing international markets (including the United Kingdom, Canada, and Latin America) to follow up on its successes in Germany and Japan, partnerships (United signed on as official airline of the "Quest for America's Best" program), and sponsorships (for example, Geoff Bodine on the NASCAR circuit).

Print Media Magazines and newspapers are difficult media to use for direct marketing. Because these ads have to compete with the clutter of other ads and because the space is relatively expensive, response rates and profits may be lower than in other media. This does not mean these media are not used (as evidenced by the fact that expenditures totaled over $9.8 billion in 2001.)28 Exhibit 14-10 shows a direct ad that appeared in a magazine. You can find many more in specific interest areas like financial newspapers or sports, sex, or hobby magazines.

Telemarketing If you have a telephone, you probably do not have to be told about the rapid increase in the use of telemarketing, or sales by telephone. Both profit and charitable organizations have employed this medium effectively in both one- and two-step approaches. Combined telemarketing sales (consumer and business-to-business) totaled over $661 billion in 2001—with $274.2 billion in the consumer market.29 Telemarketing is a very big industry and still growing. Consider these facts:

• Over 6.3 million people are now employed in the telemarketing industry.30

• Telemarketing accounts for 45.2 percent of all b-to-b marketing sales.31

• Marketers spend an estimated $76.2 billion a year on outbound telemarketing calls.32

Business-to-business marketers like Adobe Systems, Kaiser Permanente, and Hewlett-Packard are just a few of the many companies that use this direct-marketing medium effectively. B-to-b sales are expected to reach $588 billion by 2006.33

As telemarketing continues to expand in scope, a new dimension referred to as audiotex or telemedia has evolved. Tom Eisenhart defines telemedia as the "use of telephone and voice information services (900, 800, and 976 numbers) to market, advertise, promote, entertain, and inform."34 Many telemedia programs are interactive. While many people

Exhibit 14-10 A direct-response print ad

Exhibit 14-10 A direct-response print ad

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