DRTV Fulfillment |
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DRTV Campaign Management & Hilton Bayfront Hotel Direct Response Television April 23rd :
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Fulfillment houses wear many hats in DRTV. They manage all customer and order data, including the credit card information, handle all customer service complaints and issues, are responsible for transacting every sale, return and exchange, have all the product inventory and ship products to customers daily. Done right, their job is an incredible asset to a DRTV campaign. Be warned, though. They can go from asset to liability in the blink of an eye. If even one link in that chain is broken or has consistent problems performing on par, that campaign is in serious trouble. Choosing the right Fulfillment house can be a tricky process and should not be taken lightly. |
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"Too often, marketers boil down their fulfillment choice on tangible issues like price. But there are many hidden costs that can surprise marketers after the first invoice is sent. Everything from pallet charges to post office box pick up charges can increase the fulfillment costs per order." | ||||
Related Links • Project Management • Telemarketing Training • DRTV Management Boot Camp • DRTV Back-End Management • On Site Training |
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Let’s take a look at how Fulfillment companies are chosen. Usually, an account manager in Telemarketing or Production refers a friend in the industry, or a company they have worked with in the past. Sometimes they just provide contact info for a company they have heard does a good job. This seems like a sound option initially, due to that manager’s niche experience and knowing a lot of people in the industry. However, they are involved in a completely different service and probably know very little of the nuances of fulfillment when making that recommendation. As a marketing company, ad agency, manufacturer or Fortune 500 company, what is the best way to choose a Direct Response Fulfillment company? How can you be assured that they offer the services your project demands? Before even considering one of a long list of fulfillment providers that may be appropriate, analyzing your own campaign and coming up with a list of issues and needs is a first step. A few critical ones that will impact your fulfillment decision are:
Of course there are many more internal needs that should be considered but this will help in the early planning stages. |
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