Smart Arts - Creative New Zealand

Targeting groupsTargeting group bookings can be an efficient way to reach a large number of people.However, group discounts are only effective if the offer is attractive, so don’t place toomany restrictions or barriers on the offer. Restrictions include things such as the size of thegroup, when the offer needs to be taken up by, and the nights to which the offer applies.With any group – a school, office party, sports group – there is usually one person whoorganises their attendance. Identify people who enjoy organising social events for groups,introduce them to your work and invite them to openings. Turn them into ambassadorsfor you.Make their job as easy as possible by considering what it is they need to do to distributeinformation and collect payment. Supply them with an e-mail they can copy and send totheir colleagues and a poster they can put up in an effective place. Reward them for theirwork – perhaps a complimentary glass of wine when they arrive.Give groups plenty of time to organise themselves. Many office Christmas parties happenin November but are planned in June – or earlier. It is a good idea to approach “leisuregroups” (e.g. Probus and Greypower) in November and December when they areplanning their schedule of events for the next year. Think laterally about opportunities toencourage groups to attend events. For example, tailor packages round Halloween,Valentine’s Day, and mid-winter Christmas parties.4TelemarketingTelemarketing can be an effective marketing tool because it provides a direct form of oneon-onecommunication with your audience. Firstly, it’s a way for you to solicit a directresponse to your offer and secondly, it’s a way you can respond to any concerns or tailoryour offer to address the particular needs of that customer.Ann Mayer in her book Telemarketing in New Zealand (see Appendix, page 73) arguesthat combining telemarketing with other elements of direct marketing can create agreater response and therefore increase the effectiveness of direct marketing.In her book, Mayer suggests that telemarketing can be useful before you send out anymail to:• clean up a mailing list by finding out the best contact person and their correct contact details• ask if the proposed recipient wants to be on the mailing list• check that they are the best target audience• research how applicable the offer is• get extra information to segment a database into smaller and more relevantpsychographic (i.e. attitudinal) and demographic (i.e. geographical) groups• make the recipient inquisitive• check what product or service is currently being used• test alternative offers.Points to remember when marketing over the telephone after you have sent out any mail:• Don’t call people at work unless you’re trying to sell a group booking.• Introduce yourself and your event.• Check the post was received by the right person.Smart arts | Toi huatau48