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The use of contact centres to support advertisement campaigns has been tested by multiple companies and in many sectors. It is beneficial from customers and sales teams alike as it boosts sales after a TV ad is shown. The process to set it up is really straightforward:

1. Create an engaging ad that describes the product and its benefits

2. Train your contact centre in the product and the sales process

3. Include in the ad your dedicated sales phone line

4. Get your inbound sales team to answer the calls

5. Monitor the success of the advertisement campaign

1. Create an engaging ad that describes the product and its benefits

The success of your campaign starts with the development of an attractive ad that describes the product and its benefits. Therefore, get your creative juices together and create a piece that encourages customers to pick the phone and purchase your product.

 

2. Train your contact centre

The contact centre will become part integral of your team. Hence, the training that they receive will impact in the overall advertisement campaigns success. Three type of knowledge is required: product information, sales process, and the system used to place orders.

a. Product information training

Key information should include the features of your product and its benefits. Further information that you provide, the bigger the probability of closing sales and providing an image of trust and professionalism for your company. Knowledge is power.

b. Sales Process training

It is not enough to fully know the product, guarantees should be provided in relation to payment, delivery and returns policies. Therefore, your contact centre team should be familiar with this process and explain it as required.

c. Sales Systems training

Lastly but not less important is the training received in your systems. Order details collected and added directly to your online ordering processing system will improve accuracy and increase sales speed. Furthermore, a sales system integrated with your warehouse and tracking system can enhance the process by providing the contact centre sales team with additional information on specific orders and delivery times.

 

3. Include in the ad your dedicated sales phone line

The inclusion of a dedicated phone number in your ad is a given. Nevertheless, it is important to remember that the number used needs to be memorable and suited to your sales needs. For instance, you may consider using a specific geographic phone number, or a free phone number to increase sales. Contact centres can source this number for you and you can retain the ownership of the same.

 

4. Get your inbound sales team to answer the calls

Once you are all set up, divert the phone number to your contact centre inbound sales team. It is advised to provide well advance notice of the ad display timetable, the channels used and the expected volume of calls according to the target audience and the number of viewers. Projections of the number of calls received will help the contact centre to plan the number of agents required to meet the expected volume. It is paramount to capture as many leads as possible during the minutes after the ad is being shown.

 

5. Monitor the success of the advertisement campaign

Lastly, it is paramount to monitor the success of the ads and the conversion rate of the call centre team. This will help your marketing team to better design your next advertisement campaign and calculate the return on the investment made. Furthermore, if the team that support advertisement campaigns has the opportunity of upselling your products, the evaluation of their performance can impact in the selection of one or another supplier.

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