Telemarketing Awards 1997: New Business Leads - Highly Commended: Client: BBC World, Agency: CGW Soho

Unlike the BBC in the UK, BBC World depends on advertising revenue.

Unlike the BBC in the UK, BBC World depends on advertising

revenue.



The brief was to enhance the advertising value of this TV news and

information service by maximising its reach into the hotel rooms of more

business travellers in mainland Europe.



The first step was to compile a database of hotels. Initially, the phone

was used to identify hotels and key motivators for showing BBC World,

but after a telephone follow-up yielded a far better response than a

test mailing, it was decided to use telemarketing instead of direct

mail.



Hotels were phoned to introduce BBC World, establish whether they

already showed it or were able to do so, and verify database

information. Identified prospects were sent a mailing pack before being

contacted by agents in each local market. Personal sales visits were

also made to confirm which hotels showed the channel or to convince

prospects to start showing it.



The target of 100,000 hotel rooms showing the channel was achieved two

weeks ahead of schedule, 40% of calls bringing qualified leads.



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