Market Makers Glossary
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A
Above The Line
All traditional marketing techniques that do not have a call to action, or require a direct response, but instead are used to increase brand awareness of goods or services. This includes television and radio advertising.
Action Devices
Techniques used in a marketing piece to generate a response by a reader. These may include an offer, discount or gift which is available for a limited period only, in order to persuade the reader to act quickly.
Advertorial
A paid advertisement for a magazine or newspaper, that is created in such a way as to give the reader the impression that it is an editorial piece rather than an advertisement. This is effective in increasing the perceived authenticity of the advertisement by the reader.
Agent (or telemarketer)
The person who actually makes the telemarketing calls for you, and also handles any incoming enquiries.
Appointment Setting
Telemarketing conducted to generate and arrange qualified sales meetings.
Automatic Call Director (ACD)
A computer which handles incoming calls. An ACD directs the calls to an inbound telemarketer. If all telemarketers are busy, the ACD plays a tape recording and directs the call to the next available telemarketing representative.
Average Order Value
This is a simple formula that is calculated by taking the Total Sales Value of a campaign, and dividing this figure by the number of sales generated.
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B
Below The Line
The term applied to any marketing that carries a response mechanism. This includes DRTV, direct mail, the internet and especially telemarketing. Market Makers focus on below the line marketing and telemarketing, so that all activity can be measured and requires a response.
Brief
Once you decide you would like to work with Market Makers for your telemarketing or direct marketing needs, we will provide you with a comprehensive brief before commencement of your campaign. This will detail the project objectives, reporting procedures, timescale, ROI etc.
Business to Business (B2B)
Any marketing activity that is focused on generating revenue from one business to another.
Business Lists
Lists of business contact details used for marketing purposes. These are predominantly used in telemarketing campaigns.
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Call Recording
Market Makers have an innovative in-house call recording system that allows you to find and listen back to any call made on behalf of your campaign. This allows you full transparency on the quality of the leads we generate for you.
Cleansing
When managing data, this refers to the process of removing or altering a name or address to update records. This is usually done by the telemarketer while conducting the call.
Coding
A very important procedure for any telemarketing or direct marketing activity, as this allows all activity and performance to be monitored and altered accordingly in order for maximum results to be achieved from any campaign.
Cold Call
The process of contacting a prospect that has no prior relationship with you.
Cross-Selling
Using a customer's buying history to select them for related offers, e.g. an offer on fish bait for someone who has purchased a new fishing rod.
Completed Calls
An outbound call by a telemarketing representative where the target of the call had come to a decision; whether this is accepting, rejecting or requesting further information.
Consumer
In telemarketing terms, a consumer is someone who can be contacted after work or at the weekend.
Copy
Targeted direct marketing messages that will be read by the prospects either in a direct mail piece, an internet site or an advertorial. Copy is focused on generating interest and creating a call to action.
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D
Database
A collection of data. In any telemarketing or direct marketing campaign your database will be focused around the prospects that are most likely to agree to your service or buy your product.
Data Protection Act
The Data Protection Act provides legislation on holding and use of personal data. DPA guidelines govern what information you can hold on customers and prospects. As Market Makers holds personal information on a number of business and consumers, we are registered to do so.
Deduplication (de dupe)
Large databases regularly contain duplicate copies of a prospects name and address. Market Makers have a computerised list matching system to ensure that only one record per prospect is listed. This reduces campaign costs and ensures your prospects are not irritated by receiving duplicate calls or mailings.
Direct Mail
A personally addressed piece of promotional advertising that is sent through the post.
Direct Marketing
Using any media including press, internet, direct mail and telemarketing, direct marketing uses response mechanisms to drive enquiries to your product and maximize sales. All direct marketing can be monitored and analysed against costs and results.
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Follow Up Call
A telephone cal after the initial mailer has been sent with the objective of increasing impact and the response rate.
Fulfillment
The process of reacting to a customer's request, covering everything that has to happen from the time the customer places an order until they are completely satisfied.
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Growth
If you are considering growth for your business, then a telemarketing or direct marketing campaign is the most cost-effective and measurable way of achieving this. Very targeted and easily measurable, it can be adapted to maximize performance and costs can be tracked at every stage. Whether you require lead generation, appointment setting or sales generation, Market Makers will produce the results required for your company's future growth.
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Hand Overs
A term used by telemarketing companies to describe when hot sales leads are passed over to the client for them to pursue.
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Inbound Telemarketing
Handling calls from your customers or prospects into our telemarketing centre.
Incentives
Additional extras like limited offers or discounts that are designed to increase response rates to a marketing message
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Lead Generation
Our lead generation services involve our telemarketing teams calling your prospects and finding the maximum amount of consumers or businesses with a qualified interest in a certain product or service.
List Building
The process of gathering names and addresses and compiling them into a database for direct marketing purposes.
List Cleaning
The process of telephoning an individual or business to verify their details prior to a mailing.
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Mailer
A printed direct mail advertising piece.
Market Makers
The first of a new generation of telemarketing and telesales agencies delivering targeted lead generation, appointment setting and sales for growing businesses in the UK. We work with results driven businesses, which have identified that specialist telemarketing is the most effective way to deliver increased revenue.
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O
Offer
The special promotion of a particular product or service, usually only valid for a limited period, with the intention of persuading a prospect to respond or purchase as quickly as possible.
Outbound Telemarketing
Making calls out to your customers or telemarketers.
Outsourcing
Employing an external, specialised company to handle part of your business.
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Prospects
Potential buyers for a product or service that have yet to make a sale.
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Qualification Criteria
These are the characteristics we agree with every client that their leads must demonstrate in order that we meet your minimum quality standards or expectations.
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Response Rate
The amount of responses to a particular campaign - usually presented as a percentage.
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Script
A standard process and list of information that telemarketers should stick to when communicating to your customers or prospects.
Market Makers does not use scripts with our telemarketing staff, as we understand that every conversation should be adapted to the individual, and believe our telemarketers to be more than skilled enough to conduct your calling, while still communicating all of the information and questions you require for qualification.
Selection Criteria
Refers to the characteristics that your prospects need to have in order for them to be suitable to target for your product (e.g. only people who own a conservatory will be targeted for conservatory blinds)
Sales Generation
Our sales generation services involve our telemarketing teams calling your prospects and selling you product or service within the process of call.
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Talk Time
The proportion of time telemarketers actually spend on calls.
Telemarketing
Outbound: Outbound telemarketing is the process of telephoning potential customers form a targeted list of names (database)
Inbound: Inbound telemarketing is where respondents reply to a telephone number, usually as a response to a mailer or an advertisement.
Telesales
Telephone selling where the marketer has a structured dialogue with the prospect.
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U
Unique Selling Point (USP)
The reason that gives your product or service the advantage over the competition. You should amplify this point within all marketing activity in order to establish your product or service the most desirable to your audience, and therefore cause them to respond positively
For more information on our telemarketing and telesales services contact us or call 0845 468 0880.
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