Targeting groups

Targeting 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 too

many restrictions or barriers on the offer. Restrictions include things such as the size of the

group, 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 who

organises their attendance. Identify people who enjoy organising social events for groups,

introduce them to your work and invite them to openings. Turn them into ambassadors

for you.

Make their job as easy as possible by considering what it is they need to do to distribute

information and collect payment. Supply them with an e mail they can copy and send to

their colleagues and a poster they can put up in an effective place. Reward them for their

work   perhaps a complimentary glass of wine when they arrive.

Give groups plenty of time to organise themselves. Many office Christmas parties happen

in November but are planned in June   or earlier. It is a good idea to approach  leisure

groups  (e.g. Probus and Greypower) in November and December when they are

planning their schedule of events for the next year. Think laterally about opportunities to

encourage groups to attend events.  For example, tailor packages round Halloween,

Valentine's Day, and mid winter Christmas parties.

Telemarketing

Telemarketing can be an effective marketing tool because it provides a direct form of one 

on one communication with your audience. Firstly, it's a way for you to solicit a direct

response to your offer and secondly, it's a way you can respond to any concerns or tailor

your offer to address the particular needs of that customer.

Ann Mayer in her book Telemarketing in New Zealand (see Appendix, page 73) argues

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that combining telemarketing with other elements of direct marketing can create a

greater response and therefore increase the effectiveness of direct marketing.  

In her book, Mayer suggests that telemarketing can be useful before you send out any

mail 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 relevant

psychographic (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.

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Smart arts

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