Thursday, October 21, 2010

The Phone Call is the Killer App

A client of mine, Randy Lieberman, owner of the B-to-B telemarketing firm Foundation Marketing Group, told me yesterday that his business grew during the "Great Recession" and continues to grow in its aftermath.

In our virtual world, where Tweeting, Facebooking, texting and emailing have become the primary means of communicating, the old-fashioned phone call has made a comeback.

And why not?  Suddenly, a phone call stands out.

Tradeshow producers are among the heavy users of outbound B-to-B telemarketing.

According to new research by the Large Show Roundtable, a whopping 85% of large-show producers use telemarketing to attract attendees to their events.

It makes a lot of sense, if you consider the highly "perishable" quality of the show producer's product.

Like the operator of a cruise ship, a tradeshow producer can't sit still while she waits for sales to grow incrementally.  At a certain point, the ship sails, full or not.  That's all there is to it.

Have you tried telemarketing recently?  Or are you sitting still?

Disclosure: The Large Show Roundtable is also a client of mine.
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