Time for a Marketing Tune Up
Even small adjustments can keep your sales and profit engine humming.
Sometimes a marketing program sputters and wheezes like a car on its last legs. Often, results are just not what they could be. Like a car that doesn’t start smoothly, many marketing programs could benefit from a tune-up.
Similar to telling your mechanic the car’s status when you drop it off, marketing tune-ups benefit from a review of the current situation in comparison to historical averages or results of past campaigns. This will give you a sense of where problems and opportunities lie. You will be able to see what key performance indicators are starting to decline or have resisted improvement.
Tune-up No.1: Maximize Phone and Web Upsells and Cross-sells
Sometimes a tune-up means paying attention to areas that previously were ignored. One area that tends to be left on autopilot is upsells and cross-sells for phone and Web orders. Direct marketers sometimes neglect to give upselling and cross-selling opportunities ample attention. Customer service reps may be careless about not consistently presenting add-ons on the phone, and merchants and marketers tend not to change the offer often enough. They also under utilize targeting and segmentation techniques to help pinpoint upsell and cross-sell opportunities.
Mark Hardy, president of inbound telemarketing for Call Solutions, says the best advice for tuning-up average order value for inbound orders is to attempt upsells and cross-sells 100 percent of the time. There can be a million reasons for a rep not to make the upsell attempt, but the bottom line is that without the attempt, the response rate for upsells and cross-sells is zero. Whether a call center is outsourced or internally managed, upsell and cross-sell conversion often can be doubled by ensuring “100 percent attempts 100 percent of the time.” says Hardy.
Also, merchants and marketers need to actively manage the add-on process. There is no doubt that results will deteriorate if upsells and cross-sells on the phone and on Web sites are not changed frequently enough. How often? Every business is different, but a good rule of thumb for catalogers is every 30 to 60 days.