It's always been important to measure the impact of anything you are doing. Anyone who took a high school science course understands that statistical results allow us to understand what has happened so if the results we got are not to our liking, we can change the procedure. And never has this been more important than today! All marketers must be more focused than ever on spending their funds on things that work to maximize their returns. Cause and effect: if people are spending their money more wisely on what they purchase, you should spend your money wisely attracting the people that are ready to buy your product or service.
Let's look at some really simple economics. If you spend $3,000.00 to run three similar ads in different papers you want to know which one brings you the most results so next time you focus your attention on that little gold mine. Now let me share an extremely powerful yet simple to implement technology that ensures that you can measure the impact of EVERY piece of marketing you launch. We call them AMS Toll Free Recorded Message Hotlines.
Let's quickly examine just some of the things you as a marketer need to be able to do so you can determine exactly what part of your marketing programs are working, which ones need tuning and which ones should be scrapped altogether. You need:
The ability to track the number of calls you're getting off of each ad The ability to track the number of messages that are being left The capability of assigning each Campaign or Approach a different ID# (FYI - We refer to Approach being the medium you use. They can include but are certainly not limited to newspaper, radio, sign riders, local magazine, websites, etc) To assign each listing an individual ID# Easily accessible call statistics in REAL TIME To capture the telephone numbers of people who respond
AMS' Toll Free Recorded Message Hotlines makes all of the above possible. AMS' feature-rich reporting capabilities allow you to track and measure the impact of everything you do to attract new prospects. It starts with the availability of 1,000 different Mailboxes associated with each Hotline. This allows you to assign different 4 digit tracking ID's to each marketing effort you launch. Then you are able to track which ad went to which media source and which day it ran. You can tell if your ad is more productive on a Tuesday than on a Friday. You can test headlines to see which ones solicit more response. You can tell if it's better to run your ad on page 1, 2, 3 or 4. With the power of the Hotline you can measure the impact of running Branded Ads, ads that identify exactly who you are, against Un-branded Ads. Un-branded advertising offers up a less-threatening way of appealing to your target market.
There's more to the Hotline Story than statistics and measurement. The Hotline is simply fronting the automation capability AMS provides as part of their services. It's not just great to know what works and what doesn't, it's absolutely necessary if you are going to differentiate yourself and stay viable. The Hotlines are Step 1 in attracting the prospects. But successful marketing is not just about attracting. It's about CONVERTING. Without conversion you're out of business.
Let's do a quick review. The AMS Hotline system captures the Caller I.D., it gives you the date, time and length of the call, whether or not a message was left and which ad generated the call by ID#. It will tell you which callers are calling back more than once or are listening to more than one of your USPs or Unique Selling Propositions - what defines who you are in your market niche and what makes you unique. The reports will tell you at what point most callers are hanging up during your message. This means you can go back and examine and correct the script so they listen longer and take the next step.
These are just the standard capabilities. AMS allows you to make the Hotline functionality an even more powerful weapon in your marketing arsenal. Here are a few of them:
Message Notification: The system can notify you when a message is left, so you can respond to your leads while they're still hot.
Find Me Transfer: Your hotline can be set up so that callers can be automatically transferred to you by simply pressing "0".
Transcription Services: You can have all of your messages transcribed and emailed or faxed to you automatically.
Script Recording Service: AMS can have your listings or special scripts recorded for you if you are not comfortable recording them yourself.
Reverse Directory Lookup Service: (Name & Address) - now you will be able to get the name and address of the caller in addition to their phone number (home residences only)
V-CARD Integration: Support Import of leads to your Contact Management Software
Improved Reporting Interface: - no more going to several different pages before getting the information you need. When you log on to the AMS System you're going to get your leads immediately. We'll give you the lead, their contact information, which Marketing Campaign they came in on and the action that must be taken today.
Message storage is increased from 7 to 14 days and you can listen to your message immediately when you log-on to the AMS System
Contact History: - All Contact Information is stored forever - don't worry about losing a lead; with AMS' Transcription service the lead is automatically stored in your database by Marketing Campaign & Date, along with all their contact informationso you know what information they wanted.
Earlier I suggested that the Hotlines were just Step 1. Let me elaborate a bit on that because now I want to take you to a completely different level of Automation and Integration. First, let me ask you a question? What do you do with all of the information you are collecting from your Hotlines? If you do not have a powerful, system controlling and managing all those leads then you have an even bigger problem than how you're spending your marketing budget. But, if you're using an AMS Hotline solution then you are solving a whole lot more than tracking and testing. You see, AMS Hotlines have been designed to work at an integrated level with AMS" Lead Management System or LMS. And the LMS IS that powerful, system you need to manage the leads you not only get from your Toll Free Recorded Message Hotlines, but from all of your lead or prospect attraction marketing systems.
If you look at our V-Card Integration feature you will see what I mean. This feature allows you to take the lead and populate it into the LMS automatically. Now here is where it gets attractive. The Hotline is already sorting and sifting the leads from your various marketing efforts. Now it can take those leads and auto-populate them into a prepared multi-media, multi-touch campaign of conversion. And it's not just one campaign either. Your marketing efforts may be focused on different products and services so LMS and Hotlines allow you to pick and choose where you direct each and every lead. There's one other thing you need to be clear about here. This all happens in the background without any intervention from you! It's an automated marketing robot that frees you up from working IN your business to working ON it, a much more productive position for you to be in.
In closing consider this! You know you need to track and test if you are going to be successful at marketing for all of the reasons listed above. But, if you had an opportunity to not only perform all of the necessary tracking and testing BUT the capability to integrate your market attraction capabilities with your CONVERSION abilities, wouldn't that be an even more powerful one-two marketing punch? Of course it would. And AMS makes this all possible!
Let's look at some really simple economics. If you spend $3,000.00 to run three similar ads in different papers you want to know which one brings you the most results so next time you focus your attention on that little gold mine. Now let me share an extremely powerful yet simple to implement technology that ensures that you can measure the impact of EVERY piece of marketing you launch. We call them AMS Toll Free Recorded Message Hotlines.
Let's quickly examine just some of the things you as a marketer need to be able to do so you can determine exactly what part of your marketing programs are working, which ones need tuning and which ones should be scrapped altogether. You need:
The ability to track the number of calls you're getting off of each ad The ability to track the number of messages that are being left The capability of assigning each Campaign or Approach a different ID# (FYI - We refer to Approach being the medium you use. They can include but are certainly not limited to newspaper, radio, sign riders, local magazine, websites, etc) To assign each listing an individual ID# Easily accessible call statistics in REAL TIME To capture the telephone numbers of people who respond
AMS' Toll Free Recorded Message Hotlines makes all of the above possible. AMS' feature-rich reporting capabilities allow you to track and measure the impact of everything you do to attract new prospects. It starts with the availability of 1,000 different Mailboxes associated with each Hotline. This allows you to assign different 4 digit tracking ID's to each marketing effort you launch. Then you are able to track which ad went to which media source and which day it ran. You can tell if your ad is more productive on a Tuesday than on a Friday. You can test headlines to see which ones solicit more response. You can tell if it's better to run your ad on page 1, 2, 3 or 4. With the power of the Hotline you can measure the impact of running Branded Ads, ads that identify exactly who you are, against Un-branded Ads. Un-branded advertising offers up a less-threatening way of appealing to your target market.
There's more to the Hotline Story than statistics and measurement. The Hotline is simply fronting the automation capability AMS provides as part of their services. It's not just great to know what works and what doesn't, it's absolutely necessary if you are going to differentiate yourself and stay viable. The Hotlines are Step 1 in attracting the prospects. But successful marketing is not just about attracting. It's about CONVERTING. Without conversion you're out of business.
Let's do a quick review. The AMS Hotline system captures the Caller I.D., it gives you the date, time and length of the call, whether or not a message was left and which ad generated the call by ID#. It will tell you which callers are calling back more than once or are listening to more than one of your USPs or Unique Selling Propositions - what defines who you are in your market niche and what makes you unique. The reports will tell you at what point most callers are hanging up during your message. This means you can go back and examine and correct the script so they listen longer and take the next step.
These are just the standard capabilities. AMS allows you to make the Hotline functionality an even more powerful weapon in your marketing arsenal. Here are a few of them:
Message Notification: The system can notify you when a message is left, so you can respond to your leads while they're still hot.
Find Me Transfer: Your hotline can be set up so that callers can be automatically transferred to you by simply pressing "0".
Transcription Services: You can have all of your messages transcribed and emailed or faxed to you automatically.
Script Recording Service: AMS can have your listings or special scripts recorded for you if you are not comfortable recording them yourself.
Reverse Directory Lookup Service: (Name & Address) - now you will be able to get the name and address of the caller in addition to their phone number (home residences only)
V-CARD Integration: Support Import of leads to your Contact Management Software
Improved Reporting Interface: - no more going to several different pages before getting the information you need. When you log on to the AMS System you're going to get your leads immediately. We'll give you the lead, their contact information, which Marketing Campaign they came in on and the action that must be taken today.
Message storage is increased from 7 to 14 days and you can listen to your message immediately when you log-on to the AMS System
Contact History: - All Contact Information is stored forever - don't worry about losing a lead; with AMS' Transcription service the lead is automatically stored in your database by Marketing Campaign & Date, along with all their contact informationso you know what information they wanted.
Earlier I suggested that the Hotlines were just Step 1. Let me elaborate a bit on that because now I want to take you to a completely different level of Automation and Integration. First, let me ask you a question? What do you do with all of the information you are collecting from your Hotlines? If you do not have a powerful, system controlling and managing all those leads then you have an even bigger problem than how you're spending your marketing budget. But, if you're using an AMS Hotline solution then you are solving a whole lot more than tracking and testing. You see, AMS Hotlines have been designed to work at an integrated level with AMS" Lead Management System or LMS. And the LMS IS that powerful, system you need to manage the leads you not only get from your Toll Free Recorded Message Hotlines, but from all of your lead or prospect attraction marketing systems.
If you look at our V-Card Integration feature you will see what I mean. This feature allows you to take the lead and populate it into the LMS automatically. Now here is where it gets attractive. The Hotline is already sorting and sifting the leads from your various marketing efforts. Now it can take those leads and auto-populate them into a prepared multi-media, multi-touch campaign of conversion. And it's not just one campaign either. Your marketing efforts may be focused on different products and services so LMS and Hotlines allow you to pick and choose where you direct each and every lead. There's one other thing you need to be clear about here. This all happens in the background without any intervention from you! It's an automated marketing robot that frees you up from working IN your business to working ON it, a much more productive position for you to be in.
In closing consider this! You know you need to track and test if you are going to be successful at marketing for all of the reasons listed above. But, if you had an opportunity to not only perform all of the necessary tracking and testing BUT the capability to integrate your market attraction capabilities with your CONVERSION abilities, wouldn't that be an even more powerful one-two marketing punch? Of course it would. And AMS makes this all possible!
About the Author:
The AMS Toll Free Recorded Message Line system captures the Caller I.D., it gives you the date, time and length of the call, whether or not a message was left and which ad generated the call by ID#.. Free reprint available from: If You Can't Measure Your Marketing Programs, Why Would You Launch Them At All?.
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