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Premium Rate Telephone Marketing Services
Currently the biggest area of growth is the use of Premium Rate as a marketing tool
for sales and promotions. Clients can now dial a Premium rate number, listen to
a message about the product or service, then leave their details for further
information.

By using interactive computers, companies can carry out detailed market
research, simply by asking and recording the replies to a series of questions.
When linked to a data-base, this information can be analysed instantly and
used to create more effective advertising campaigns.

The variety of businesses using the premium rate network to promote their
products and services has exploded in the last two years. Examples of the
types of businesses include:

NEWSPAPER PROMOTIONS
Daily Star - "Magic Mini" competition gave readers an opportunity to dial in and
answer 3 questions about T.V., films and music.
Daily Mirror - "Elvis Lives". Chance to hear Elvis' first ever record and order a
copy.
Mail on Sunday - "Prince Charles Charity". Callers required to answer 3
questions about the Prince. The winners received copies of a painting signed
by Prince Charles.
The People - "Showbiz Quiz". Callers who successfully answer 2 questions on
showbiz personalities win a Video camera.
Stoke Sentinel - Promotion offered callers a £200 shopping voucher for
answering simple trivia questions.

MAGAZINES
Ms London - Callers asked to say how they would react in tricky situations.
These were matched against those of a panel. The lucky winner received a
Seat Ibiza car.
TV Times - "Winning Lines". Lucky numbers printed on cover of magazines. Readers
had to ring in and discover if they had a match with one of ten numbers given
on the phone line. £1,000 instant prizes awarded.
Muscle - Offers their readers body building tips and information.
New Woman - Offers readers the opportunity to participate in monthly polls on
controversial matters, listen to additional information on topics covered in the
magazines. Results of polls appear in next issue.
Best - Callers had to identify either a year being described or an animal
producing a mystery sound. Weekly prizes included 2 cars, 25 watches, and 75
magnums of champagne.

ROCK GROUPS & RECORD COMPANIES
Rolling Stones - Info line gave callers details of the Stone's venues during their
world tour.
David Bowie - Tour Hotline. Details of tour plus opportunity for callers to win trip
to concerts in U.S.
R.C.A. Records - "The Nashville Country Hotline". Offers falls details of top
country performers concert tours, hear featured artists, order records, posters,
and other merchandise.
Zodiac - Concert information line gives tour, artist and venue for virtually any
recording star.
Backstage - New group promotions. Callers can order records, videos, Tshirts,
and other merchandise.

FOOD & DRINK
Dominos Pizzas - "Zap the Noid" Interactive game. Successful callers receive
$5 coupons for purchase Domino Pizzas - plus chance to win trip to Hollywood.
Rowntree -"Kit Kat" competition. Callers must identify snatches of music to win
concert tickets.
7-UP - Special offers on merchandise when accompanied with a pull-ring.
McEwans - "Pool Challenge". Callers enter a pool game where they pot balls by
answering questions on McEwans lager, sport, and pop. Top prize a pool-table.
John Courage - "Hofmeister Bear" challenge. Callers play a trivia game against
the Hofmeister Bear. Winners leave name to be entered in big prize draw.
Trebor Mints - Callers must answer who dialled in were invited to input multiple
questions to win £1 vouchers their membership number to order cut to buy
Trebor mints - chance to win price crystal.

AIRLINES & TRAVEL
British Midland - Promotion for the airline's Diamond Service. Members
Thompson Travel - Holiday Bargains Information Line. Details of current holiday
and flight bargains.

TELEMEDIA
TELEMEDIA is the concept of using the TELEPHONE as a sophisticated
marketing tool.
Ninety percent of all households have a telephone and most consumers are
happy to use one. It is easy to use, and readily available when people are
exposed to advertising messages on T.V., radio, or in print.
The evolution of advertising campaigns, from the mass one-way variety to
targeted, two-way interactive campaigns, is rapidly gaining momentum.
The telephone is a convenient and friendly instrument which can be used to
complement other media and transform a one-way advertising campaign into
an interactive one.
Telemedia can be used successfully by any person or business promoting its
product or service to the public through media or direct mail advertising.
What is even more appealing is that you can benefit from the service WITHOUT
ANY EXTRA EFFORT OR COST TO YOURSELF.
Consider just some of the immediate advantages a business will enjoy by using
Telemedia as part of their advertising campaign.

USER FRIENDLY
In the marketing environment, although many people are happy to talk to
another person, even more people prefer to listen to a recorded message.
One that is not going to question their answers, or fail to understand their
replies. Furthermore, there is no fear of sales pressure from a machine.

NO PRESSURE SELLING
For instance, if you are in insurance - probably the most feared of salesmen
amongst consumers, you could use an interactive computer and the premium
rate network to offer insurance quotations.
Most people are reluctant to call an agent to compare their current insurance
premiums, for fear of a sales pitch. Yet the idea of calling a computer to get that
information is not so intimidating, so they are far more likely to respond. And at
the end of the recorded message, you have an opportunity to convince the
caller to try your services.

TELEMEDIA EXTENDS THE SALES POWER OF YOUR ADVERTISING
Telemedia is a very versatile marketing tool when used in conjunction with your
normal marketing mix. Interactive messages allow you to turn the telephone
into a new sales tool that extends the power of conventional advertising in the
print media, or on radio and television.

Every advertiser recognises that there is a limit to what their adverts can say.
This is particularly true when using T.V. spots of just 15 or 20 seconds. In that
time span, getting your full sales message across is difficult, if not impossible.

AROUSE INTEREST
So, if you are advertising a product or service which requires a lot of information
or explanation to make a sale, you can achieve this by offering the information
on a recorded telephone message.
You use your costly media advertising to create the interest, and your recorded
message to inform and close the sale.
Expand Your Sales Message.
Link your 30 second T.V. commercial with a premium rate number, and you can
turn that 30 second spot into a very persuasive, informative sales message of
several minutes that continues to sell your product or service.
Similarly, a small classified ad of 15 to 20 words, which features a premium rate
number offering information, becomes a powerful marketing tool which can
deliver sales information which would otherwise require a full page advert.

STIMULATE ACTION
To use Telemedia effectively, your advertising must persuade the targeted group
to take action by making them aware of the benefits that the call will provide.
By boldly featuring a premium rate number in your advertising, you will trigger
an instant consumer response at the moment of peak interest. It gives the
customer a convenient means to find out more about your product.
You direct all your enquires from your press, broadcast advertising, or direct
mail campaign to your premium rate number, where your professionally prepared
sales message can capture their attention and convince the callers to
take the action you want.

As 90% of households in the U.K. have a telephone and everyone can use it,
Telemedia provides a new way for advertisers to break through the mass of
media advertising and deliver their message directly to their prospective clients.

THEN TAKE THEIR ORDERS
Your on-line recorded message will give all the relevant information. When
callers have heard your sales message, you can also offer them an opportunity
to place an order, to switch to an live sales person, or simply to leave their
names and addresses for further information.

EVERYONE'S FRIEND
People prefer the convenience of the phone when requesting additional
information. By incorporating an Premium Rate service businesses can now invite
prospects to "drop in" by telephone and hear about the latest offers, around the
clock. And you can offer this service without tying up a single member of your
staff.

Increase Customer Response
Businesses currently using Premium rate numbers as a marketing tool report
that they have doubled their enquiry rate compared with the level of response
they previously attracted through the post alone.

SUCCESSFUL EXAMPLES
For example, a magazine can offer their subscribers the chance to hear popular
authors or columnists reading from their own work. Or perhaps listen to the
editor discussing policy or future features in the magazine.

One publishing house recently used the Telemedia concept to promote a book
by offering a different one minute daily excerpt. By doing so, the publisher
persuaded many more people to purchase the novel, and the calls also
produced a very handsome income.

The international cosmetics company L'Oreal, successfully promoted their sun
tan lotion by offering a telephone "Tanning Guide". Callers selected their skin
type to hear information on tanning and receive a free Ambre Solaire sample
and tanning pack.

THE BENEFITS ARE GREAT......
Measures Advertising Instantly
Telemedia allows you to measure the effectiveness of your local or national
advertising immediately. It is every advertisers dream to be able to pin-point
which adverts produced the sales.
Telemedia provides advertisers with the means to measure exactly which
adverts produced what results. The computers can record and analyse all calls
received.

This information can be used to immediately assess the effectiveness of your
adverts and decide whether any changes need be made in order to improve
response levels.

AND THERE ARE COST SAVINGS AS WELL!
Less cost and more income!
Using premium rate lines allows you to cut your advertising budget and
generate an income from the calls. And this is achieved even before anyone
actually buys your product or service.

Your recorded message eliminates time-wasters, effectively qualifies callers,
ensuring that you only send your follow-up package to genuinely interested
people.

Delighted Clients
After using Telemedia our clients claim that they have reduced their wastage on
mailings by up to 75%, whilst virtually doubling their sales.

A MARKETING INFORMATION SERVICE
If you offer a continually changing product or service, you can easily and
conveniently provide updated information to your customers and at the same
time you can both save money and earn a substantial income!

Here's how ...... Self Liquidating Medium
Instead of sending expensive and time consuming mail reminders, simply advise
your clients of your new Information Service number and the frequency with
which it is updated. then, every time they phone in, they are generating valuable
cash flow for you, whilst obtaining the information they require.
This type of service is particularly useful and profitable to firms with a large
client base. Which is why it is proved so popular with stockbrokers, investment
consultants, holiday companies, airlines, etc.

USING TELEMEDIA IN YOUR MARKETING
The four main areas in which TELEMEDIA is currently being used are:
1] Direct response.
2] Information Distribution.
3] Transactions.
4] Market Surveys.
1] DIRECT RESPONSE

These programmes are currently receiving the most use, mainly because they
provide immediate benefits to companies marketing their products and services.
With the aid of Premium Rate computers, Telemedia has the capacity to:
* Collect names and addresses
* Provide a 24 hour service
* Gather information directly from your callers
* Be linked to a database which can collect and immediately analyse detailed
information about callers.

Mass Handling Capacity
Hundreds of callers can simultaneously access your professionally prepared
sales message 24 hours a day, 7 days a week - thereby freeing your staff from
the drudgery of repetitive, time consuming selling. Your message can supply
detailed sales and product information to customers.

Market Intelligence
Advertisers who use Telemedia to create a one-to-one communication with their
customers are able to learn directly about their buying patterns.

While accomplishing the basic purpose of the call (sweepstakes entry, delivery
of product information, etc.) the interactive computers can also ask a limited
number of questions about the consumer's attitude toward the product or
service and those offered by the competition.

This allows advertisers to keep their fingers on the pulse of the marketplace.
The phone response becomes an instant gauge of changing perceptions and
preferences.

Once analysed this information can be used to adjust advertising campaigns or
the product itself to more accurately match consumer needs.

Collects Detailed Customer Information.
Collecting details about your customers allows you to build a sophisticated
database, which can include whatever details you want to know about your
customers. It also allows you to carry out on-line market research and to
measure consumer attitudes about product preferences.

To persuade callers to give you the information, advertisers can create games
and contests in which callers answer questions about their product in order to
receive free samples or win a prize.

As a result, the traditional mail-in coupons can be replaced by electronic
coupons. No longer do you need to include a reply coupon in your advertising.
Nor having to rely on the reader to complete and return it to you.

2] INFORMATION DISTRIBUTION
Delivering sales and marketing information via Telemedia is becoming
increasingly popular because the system provides:
* Instant response
* One-to-One communication with callers.
* Most convenient and least expensive means of providing information.

Immediate Response
By lifting the phone customers can respond instantly to your offer. And because
requests can be processed instantly on an integrated data-base, you can cut
response time by many days.

This improved efficiency increases the effectiveness of your sales literature and
makes major savings in terms of staff who previously had to handle telephone
and postal enquires.

You can expect to drive up your sales volume because callers will receive your
sales literature within 48 hours of phoning in to your service. If prospects are
able to study your information so quickly after enquiring, they are far more likely
to purchase.

Instant telephone promotions shorten the time it takes between making people
aware of your products, and actually sampling the goods. If you capture the
callers names and addresses, you can immediately respond to their requests
for a sample.

A One-to-One Selling Medium
Modern Premium Rate equipment provides an interactive "one-to-one" selling
opportunity which allows you to involve consumers. First by providing
information, then by seeking their opinion, and finally asking them to leave
their details.

Follow-up Sales Literature
Most advertisers offer prospects follow-up literature with details of their product
or service. Providing this sales literature can cost your business several pounds
for each enquiry, adding substantially to your marketing costs.

But, if you use a Premium number in your advertising, you can pre-qualify the
people who respond. Only people genuinely interested in your product will call
that number. You also have an opportunity to give the caller more information
on the line than you can in your advert.
At the end of the message, the "informed" caller can then decide whether they
still require the printed details. This produces qualified leads of the highest
quality.

In addition, the revenue you generate from the premium rate call will help to
cover the cost of your follow-up literature. Pre-qualifying callers is essential to
companies offering a costly mail-order catalogue.

3] TRANSACTIONS
Telemarketing has the ability to carry out automatically a whole range of
transactions 24 hours a day. It has the ability to:
* Take orders.
* Do credit card billing.
* Collect and analyse details of all transactions.
* Automatically process orders.
* Update stock lists and re-order.

Cut Fulfillment Costs
Use the interactive system to cut the cost of dealing with enquires. By combining
telephone, computer and a laser printer, the captured name and address
can be input into a database, which will automatically generate a laser printed
personalised response saving time and money.

By using telephones, linked to computers, the American Health Fund sent out
30,000 requests for information at a cost of $18,000, compared to the $200,000
it would have cost them to use live operators.

Combining telephones and computers allows you to offer a 24 hour service, at
no extra cost. By using automated voice response during office hours you can
extend the capacity of your business without additional cost. And you can
continue to offer the same service when your offices are closed.

4] MARKET SURVEYS
Telemedia allows you to measure results accurately and immediately. Your
Premium Rate programme must be designed to collect the information which will
enable you to analyse the campaign's effectiveness.

Companies who undertake market surveys know just how costly they can be.
Now businesses can gather the same information, at a fraction of the cost,
over the telephone.

Using interactive equipment it is possible to carry out detailed market research
by asking clients to dial in and record their replies to a series of questions. And
you can collect all this information, which previously was painstakingly recorded
by canvassers, directly into a database via the telephone.

You can make instant surveys of your customers and prospects at a fraction of
the original cost, or at no cost at all, if you use Premium rated numbers.
With automated call processing, you can speed up the process considerably.
Just mail out your survey questions, include a special number for response,
and offer a strong incentive for people to call your interactive computer.

PREMIUM RATE VOTE LINES
Use the interactive lines to conduct polls. You've all seen the T.V. talent
contests. Viewers vote for their choice by calling a specific premium number
and recording their vote.
But, before the callers state their choice, the sponsor could include a suitable
product message, or even ask the caller a question about the advertised
product based on information in the commercial shown during the T.V.
programme. That way, you increase both the impact of your advert, and earn
an income from the poll.

USING TELEMEDIA TO PROMOTE CATALOGUES
If you are a direct marketing or mail order company, offering expensive
catalogues for which you charge - the cost of collecting and administering the
few pounds charged for the catalogue can actually ADD to your costs.
By asking people, who want your catalogue, to dial a Premium rate number to
order their copy, you can both increase efficiency and cut costs, by automatically
processing orders and collecting revenue at the same time.

CUT COSTS & STREAMLINE YOUR SERVICE
* You save the cost of telephone operators to take the requests.
* You have no accounting process. The computer automatically generates the
label to post out the catalogue. And automatically updates your mailing list.
* You make it easy for your clients to request the catalogue.
* You cut delivery time between request and mailing out the catalogues.
* You earn additional income every time a client orders a catalogue.

GENERATE GREATER INTEREST
The more time people spend pouring over a catalogue, the more likely they are
to buy. So, introduce a game in the pages of the catalogue whereby readers call
your premium rate number and answer questions on various of your products.
Or simply sprinkle lucky numbers throughout the pages. Ask readers to see how
many they can find, then to ring in and state the numbers they have found.
The more numbers they can find, the bigger their discount or prize.

CREATE EXTRA BUSINESS WITH SPECIAL OFFERS AND DISCOUNTS
Include "special offers" in your catalogue and invite callers to check daily on the
discounts you are offering.

Customers who might otherwise fail to make a purchase can be stimulated into
action given the prospect of obtaining a bargain.

You could select slow moving items and reduce the price each day until all the
items are sold. You can prompt immediate action by stating how few items are
left. When they have all been sold, change your message to explain the item is
no longer available and offer an alternative bargain.

Your initial promotion could be a leaflet stating -"These prices will be reduced
every day. If you wait too long the item you want may be sold out. So call our
Bargain Hotline and find out today's sale prices. If you wish to order, simply .... "

RUN A PREMIUM RATE TELEPHONE CONTEST WITH FREE PRIZES
Ask people to guess which are the three best selling items in your catalogue.
Every day, the first ten callers with the correct answers get any three catalogue
items at a discount.
By using such competitions, you will make sure that your clients will read your
catalogue at least three times.
To decide:
* What they would like to order.
* Which they believe to be the best selling.
* Which of the "free" items they would like to choose if they win.
Remember, the more time people spend studying your catalogue, the more
likely they are to purchase.

continued ................ Live Premium Rate Telephone Services ..............