Teleservices Firm Opens DR Radio Division

Share this content:
The AfterMarket Co., a teleservices agency, yesterday opened a new call-center division geared toward providing inbound customer contact service for direct-response radio campaigns.

The new division, dubbed AM Radio, launched with two campaigns for health-related products. The first is for Fairfield, IA-based Sentient Global Marketing, which markets the See Clearly audio/video program that offers exercises for eyesight correction.

The second is for the Midwest Center for Stress and Anxiety in Oak Harbor, OH, which is marketing a stress-relief audio program titled "Attacking Anxiety." AfterMarket agents will handle telephone sales on both campaigns.

Sentient Global Marketing is running 60-second radio spots to generate leads for the program. The radio ad offers a free "See Clearly" promotional video to consumers.

The radio spot doesn't provide some important details about the product, so telephone sales agents must be thoroughly trained to answer a wide range of questions concerning vision correction, said Steve Pittendrigh, AfterMarket CEO. An added challenge for sales agents is to actually sell the $219.85 program to consumers who respond to the radio spot, even though the spot only offers a free video.

In the Attacking Anxiety campaign, AfterMarket's AM Radio division serves as initial contact for consumers responding to a 60-second radio spot promoting the stress-relief program, which sells for $220. Consumers are then routed directly to the Midwest Center for Stress and Anxiety for more specific information.

Direct-response radio spots are less costly than direct-response television ads, but depend on consumers to buy items sight-unseen. Telephone sales agents can make up for that lack of demonstration power by providing detailed information to consumers and boosting conversion rates, Pittendrigh said.

Phoenix-based AfterMarket operates two contact centers and handles both inbound and outbound telesales. The company recently picked up contracts for television direct-response television campaigns for Hippo Golf and Dremel.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above