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Telemarketing for public relations is more than a list and a telephone.
To do it efficiently, you need clearly defined scripts for every possibility: calling, email, voice mail and snail mail.
Telemarketing is defined by the number of actions you need to take to get the job done. The number of computer screens you look at and the number of clicks you need to make. Just like any other industrial process, when you look at the full spectrum of events and actions needed to engage the customer and take action, small changes and improvements in your process can have the effect of cutting your time in half and doubling your results. It’s all about clearly writing a process script.
In this blog post, we’ll illustrate the process by writing a public relations telemarketing script. New product information is one of the centerpieces of industrial marketing. It’s where equipment manufacturers get to tell the technical journal readers about the latest equipment. Many publications compete to publish the latest in energy and mechanical efficiencies.
The first stage in our contact process is identifing the prospects in our target industry and sometimes geographic region. We’ll call the companies and get the name for the persons involved in marketing communications.
Second we will prepare a mailing of a published article along with a testimonial letter from the client. Here’s the memo copy.
Do you need an innovative partner to help inspire your marketing department? That’s what happened at Stedman Machine Company. Sure, it’s easy to say, “Go do content marketing,” but someone has to do it. And who better than a 20 year veteran.
The second major push with this campaign is to review the editorial schedule for the prospect’s industry. When you can tell them on the phone that you have an article placed for them, you will get the work.
I hope you enjoyed the sample and letter last week from Chris Nawalaniec with Stedman Machine Compny. Kevin Cronin with POWDER BULK SOLIDS Magazine would like to publish your article on the selection of size reduction equipment.
The final call to the prospect needs to clarify the scope of the work and the timeline.
Thanks for the conference call last week. I had watched one of the videos you mentioned and I’ve found the other two as well as the summary video. We can write a thought leader article on this subject by the deadline. Here’s the proposed schedule.
This campaign is designed to keep us in touch with our clients and prospects throughout the year and every year. They all read the trade journals and sepecially the articles they wrote. We never take credit for the articles.
If you liked this blog post, you might enjoy, “How to Write a Telemarketing Script for Trade Shows.”