This post was prompted by the number of political phone calls that I’ve received in the past four days. Given that I am always looking for good examples on how NOT to do something in marketing, the robo calling that has been annoying as heck made this topic timely.

I’ve received up to three calls a day from the various campaigns trying to encourage me to go vote on Tuesday. Some of these calls actually left a voicemail message. And given this is Superbowl Sunday with our own beloved New England Patriots playing, I better not get another political campaign call this evening during the festivities.

I hadn’t remembered Drew’s post on the same topic about these type of calls leading up to the Iowa primaries until I stumbled upon it looking for information on this topic. Drew, I feel your pain!

The Marketing Lesson

But like Drew, my marketing lesson is about the real effect these calls may have on how these candidates are perceived. Recorded calls that basically, as Drew nicely put it, talk at me from folks explaining why I should vote for their particular candidate may just do the opposite.

Telemarketing can be an important part of any marketing strategy. It can be used for:

• Generating leads
• Following up on a direct mail or email campaign
• Qualifying prospects who have registered on your web site
• Registering people for an event
• Updating your marketing database
• Conducting market research

If you choose to use telemarketing, make sure you plan what you want to accomplish, employ well trained, qualified resources that can relate to the person they are calling, and target your telemarketing to people who are interested in what you have to offer. I really don’t mind getting telemarketing calls during business hours on my office phone as long as the person talks with me and has respect for my time. Engage your prospects into a conversation about what they need and know when to hang up. A well planned and executed telemarketing campaign can definitely help your bottom line.

But that has changed. The reason? Marriott Vacation Club™. They got us there on a promotional package, which my first thought was, “great, 5 nights for cheap in Aruba just to take their 90 minute tour”. Unbeknownst to us, we actually were sold and we’re now the proud owners of a two bedroom villa at the Surf Club in Aruba.

Why did we change our minds? There were 3 vital reasons:

• They sell their timeshares in seasons, not weeks. We can choose a timeframe within a 7 month period to vacation.
• We can trade the second bedroom (called a lock-off) for a second week either in Aruba or elsewhere (so two weeks for the price of one).
• We own the property for life and can pass it on through our estate.

So what part of the marketing worked.

• The telemarketing call – I’m normally not receptive but I remember the person getting my attention quickly before I tuned out. Do I remember exactly what she said? Not really but I didn’t say no and hang up.
• The offer – I got 4 nights/5 days in Orlando for $399 if we used it before the end of 2007. I said I was more interested in Aruba. They said ok. No arguments, no roadblocks.
• Ease of signing up – I called an 800 number and spoke to someone who was friendly and informed. Offered me a 5th night for free – cool. So I got 5 nights/6 days in Aruba for $399.
• Welcome package of $100 in coupons – yes, I’m easily sold on a free dinner.
• The 90 minute tour – they really did a nice job. The sales person didn’t sell, she educated. I think I’ve touted the effect of educating your prospect, not selling. She listened, didn’t try to oversell, explained all the trading tips we could use to maximize our investments and let us make a decision. I respected that and it made a huge difference. In the past, other timeshare vendors pushed too hard.

So, I guess I eat my previous words to folks when I said “Nah, I’m not interested – just using the promotional package to get a good deal on the vacation.

So Marriott, you definitely have your campaign down and it works. As a very critical marketing person, you got high marks on how you handled this entire process.