The ideal solution for companies receiving anything from 50 to 1000 enquiries a month

The Respond & Build service handles your coupon responses, sends out the required information, qualifies the enquirer, automatically sends copies to your selected sales people, adds them to a prospect database, and makes light work of building a fully categorised marketing source for future sales and marketing activities.

All enquiry response coupons- from advertising, editorials, exhibitions and other marketing activities- deserve prompt response, should be properly qualified and be actively followed-up. Only then will you begin to get real value from your investment in promotion.

With Respond & Build there is even more to be gained. Because we can link the service to your existing contact management or prospect database, each enquiry and the resultant feed back from sales can be used as part of a longer term dynamic marketing strategy.

Get real value from your investment in promotion

The Benefits

You, as the client, maintain control of your own database within your own premises at all times.

Previous experience of customers using external enquiry and database handling facilities indicates that, often, such systems lead to eventual frustration because the agency does not understand the requirements as they evolve and the customer loses control of his own data.

Not so with Respond & Build. Just see how you could benefit.

Enquiry fulfilment - including choice of response literature, evaluation of effectiveness, etc. becomes an integral part of your advertising/PR/Direct Mail programme.

The discipline of Respond & Build ensures good response planning rather than reactive decisions compromising effectiveness.

You, as the client, maintain control of your own database within your own premises at all times. So it's always available for reporting and lookups.

Respond & Build service keeps an active second copy, which is continually updated with new streams of enquiry data. Through an agreed system of data exchange the two databases are regularly matched, de-duplicated and updated.

How does it work?

Data storage and exchange
Imarco holds a remote copy of your existing enquiry database. This allows us to automatically exchange all additions and amendments made either on the central or the remote systems.

Typically this happens weekly, but any frequency can be arranged. Once an exchange has taken place, both copies of the database become identical.

Enquiry processing
New enquiries are entered on a daily basis as they are received from advertising, public relations and direct mail activity either from the client or direct from the publications. Telephone, exhibition and internet enquiries come via the client, with standard enquiry forms agreed especially for telephone enquiries.

Follow-up
A copy of the processed enquiry is forwarded to the correct sales executive for that area for fast follow-up and subsequent reporting.

Mail outs
Access to the active database means that Respond & Build can also manage mailings to selected groups within the database. Imarco can provide a complete design and print service maintaining the whole programme within a single cost efficient service structure.

Fulfilment
Literature, data sheets, prices - whatever has been agreed with and supplied by the client - is despatched to the enquirer, together with a personalised letter to acknowledge and follow up their interest.

       
 

1. Setting up

This includes installing the necessary software and communications systems and agreeing and documenting the procedures with the client.

This might initially include :

The purchase or upgrading of suitable database handling software and licence fees for operation at the client's premises and at Imarco.

Implementation of new licences, including data transfer and communications

Procedure definition, agreement and documentation. The costs for such activities might be in the region of £4000-5000 excluding client modem, call and internet service provider network charges

  

2. Monthly service charges

These are variable and depend on the content of service requested and the number of enquiries processed during each month.

Cost may assume the following:

Check incoming leads against the
database, adding them to existing
records or entering new records as appropriate

Produce an envelope label and a
standard personalised letter for each one

Insert literature and frank postage

Each week notify sales engineers of all enquiries relevant to them by means of fax or email to their home addresses

Produce a weekly report of enquiries received

Communicate up to twice a week with the central database to exchange updates

       

Additional services
Once you are up and running with Respond & Build, consider how easy it is to gain even more out of each enquiry through these additional services.

1. Follow-up telephone qualification
With so many enquiries coming in, it might not be possible for your sales team to follow up each enquiry quickly.

The Respond & Build telephone follow up service ensures that each enquirer will get a call within 7 - 10 days of receiving the literature.

If it looks a good prospect, we can alert your team for rapid contact.

Follow-up telephone qualification starts at £5 per call dependent upon the volumes and degree of qualification required.

2. Complete mailing services.
Imarco can arrange complete mailing programmes - including fax and email distribution - either from rented or purchased lists to assist in prospect database building, or from the client's existing database enquiry resource.

3. Database cleaning and profiling.
Imarco also offers de-duplication services and the profiling of customers and enquiries against external databases. Other services include success analysis of data and selective addition new data.