Do summer sales campaigns work?

June, July and August are - generally speaking - the months when most of us take a holiday.

As a result, many businesses put the brakes on or postpone sales and marketing activity thinking that nobody will see the messages they are putting out there and they would be better off waiting until September when children are back at school and everyone’s lives go ‘back to normal’

Creative Telemarketing, a Kettering company with more than 15 years of telemarketing experience, says this is myth.

Natalia Hope, Business Development Manager at the company, says: “Businesses don’t close. They are still fully operational. In fact, some businesses take on additional staff in the form of students or, due to their seasonal nature, are at their busiest during the summer months.

“Others, due to covering for staff shortages, are more open to the idea of outsourcing so it is the perfect time to reach them.”

Creative Telemarketing started in 1992 as a training company providing leadership and management courses and programmes. It started using an in-house team to implement telemarketing campaigns to get ‘bums on seats’ for its training courses. The people called were so impressed with their approach that the team started to get external requests to undertake campaigns for a wide range of companies. Soon, the telemarketing work became the company’s core business and it now works with businesses of all shapes, sizes and sectors including banking, insurance, logistics and education.

Natalia explains: “Our founders and directors, Steve and Liz Ashby, alongside Linzi Crellin started to realise that their approach to telemarketing was different and there was an obvious demand out there for services like this."

“If you go on our website you will see that we have used a fairy tale theme to get across what we do. Essentially, we kiss a lot of frogs until we find a prince for you. We feel this expression truly sums up the essence of telemarketing. Businesses who undertake their own calling campaigns have an enormous amount of frogs to deal with and only talk to a small number of princes. We can kiss all the frogs for you, leaving your sales team to maximise their time by only speaking to the princes.”

The company does this in a variety of ways – creating databases using data they have gathered from researching a target market, lead generation, appointment setting, data cleansing, in-bound call answering and a complaint handling service.

The team even offer a new service to help clients get their data GDPR (General Data Protection Regulation) compliant by contacting your database and obtaining consent for you to hold their personal data. All calls are recorded and time stamped to give you evidence of that ‘opt in’ status.

“One of the reasons I think the company has proved so successful with the telemarketing side of the business is that it has applied everything it knows about management and leadership techniques to build a culture and working environment that gets results,” reveals Natalia.

This environment includes a buzzer and lights that go off when the team have made a sale, a Velcro dartboard for hitting targets, a horse racing game and even impromptu Irish dancing when a song comes on!

“For many of our clients, their sales team are based in an office with other departments, so the atmosphere is not always conducive to selling effectively.

“Here, that is what we all do so we have an environment that has been designed for purpose and enables us to perform. We are also provided with the tools we need – such as automated diallers and reporting systems – to do our job well.”

“One of the reasons I think the company has proved so successful with the telemarketing side of the business is that it has applied everything it knows about management and leadership techniques to build a culture and working environment that gets results.”