Online gift registry

Project 1 - Smart Channel Qualification – pilot campaign

Background

This Australian software developer has a number of businesses based on trading websites. Recognising an opportunity in the wedding market, the company developed an online gift registry, which provides wedding couples and their guests more choice and value than standard registries, and enables other wedding business to increase their services and revenue.

Challenge

To encapsulate the key advantages of the service for end users and potential partners; to identify the ideal wedding businesses for  potential channel partners; to conduct a pilot campaign to qualify and engage new resellers for the gift registry in 7 calling days.

Solution

We:

• Analysed our client’s existing website and partner engagement tools
• Interviewed contacts in the wedding industry for background, perspective and insights
• Refined a highly targeted prospect database.
• Created a landing page, script and covering email specific to the target prospect
• Created calling templates for the telemarketing team and reporting templates for easy followup
• Conducted a 7 day pilot lead generation program using these optimised tools, contracting a telemarketing specialist to make the outbound calls
• Analysed results and recommended changes to further optimise the process.

Results

After 3 weeks our client gained:

• A concise encapsulation of its true value to prospective resellers
• A refined database sufficient for another cycle of prospecting;
• Appointments to progress reseller relationships with 40 qualified leads.

Feedback

“I’d been calling prospective resellers for months and gaining a very mixed reception. I was pretty sceptical beforehand, but after 7 days of calling, this campaign yielded nearly 40 appointments with businesses of the size and type we want to engage. Not only were they expecting my call, they were well-informed and expecting to progress the discussion.”

BDM, Online gift registry

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