battling a shrinking market: dnc list implementation and
TRANSCRIPT
Battling a Shrinking Market
ASTech InterMedia User’s Group - March 2003
Kim RossmairCirculation Operations
Manager
Jackie Rose
Advertising Operations
Manager
Presented By
Battling a Shrinking Market
(Combining resources to get the job done)
State Do-Not-Call List is our ENEMY
State DNC Impact on Telemarketing Efforts
Look at Our Market and Reassess
What can we do?
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Take Actions
Increase sales pressure in other channels
Take steps to reclaim our market
2002 Solicited Starts Where did they come from?
• 50% - Telemarketing• 24% - Telemarketing upgrades• 17% - Door Sales• 5% - Kiosks• 2% - Direct Response• 2% - Other
Reclaim our Market
• Reclaim DNC Phone Numbers
• Re-evaluate our unavailable Telemarketing market
Reclaim DNC Phone Numbers
New Mover Verizon hookupsTag the DNC with a date reactivated to a new household
Disconnect Phone NumbersTag the DNC with a date disconnected
Re-evaluate our unavailable Telemarketing market
What do we have control of?
No service
Collection
What did we do?
• During an Incremental Sales push we ran unavailable market campaigns
– Auto Write-off
– Closed to Telemarketing (“I” USG Route Category)
– Selected Field No Service Areas
It would take a cooperative team to achieve this
• Circulation Marketing• Distribution• Customer Service• Circulation
Administration
Customer Service &
Distribution
• Monitor Customer Response
• Inform District Managers
• Monitor start volume by route and area
Circulation Administration&
Circulation Marketing
• 4% rule monitored– Collection stops reviewed weekly
• Monitor start volume by vendor and program
• Review vendor results
Followed by Retention Reporting (R-Logic)
Sales by Channel Below outlines the 13 week retention of all orders written
between June – Sept of 2002 by channel that did not stop for reason of Collection.
Telemarketing Campaigns
Below outlines the 13 week retention of all Telemarketing orders written between June – Sept of 2002 that did not stop for
reason of Collection. The highlighted campaigns were a part of the incremental push.
Selected Field C/A NS Areas
Below outlines the 13 week retention of all Selected Field C/A NS Areas
orders by phone exchange for written between June – Sept of 2002 that did not stop for reason of Collection.
Recommendation
• Campaign– Auto Write-off over
$40 2yr Plus – I USG Route Category
CA TeleMktg– Auto Write-off $5 to
$40 1 yr Plus– Auto Write-off $5 to
$40 < 1 yr:– Selected Field CA/NS:
• Recommendation– Already added back to
calling material.– Scrub from all
Telemarketing– PIA only campaign
– PIA only campaign
– Add 17 exchanges back into the calling rotation
A meeting of the minds
Can we make this work?
Decisions• It was decided that all recommendations would be
implemented.• Since the retention rates of these 17 Phone
exchanges is comparable to that of Cold Call, it was decided that they be put back into the calling rotation which will add a possible net of 70,000 records to the calling market.
