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Telemarketing: Industry wake-up call
Telemarketing is still a favoured medium for many large organisations, but how long will its potency last? For FilmFour, the telephone is one of its most successful channels for signing up new subscribers. The company invests significantly in outbound calls to a warm database of customers who already have a relationship with Sky Digital, ntl:home or Telewest. The results, says Mike Colling, managing director of Mike Colling and Company, are impressive. "It is at the very top end of the most cost-effective recruitment channels FilmFour uses. Calls are highly targeted and we're talking to potential subscribers about something we know they like and enjoy."
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