VIENNA, Va., Nov. 14 Metabolic Nutrition is proving thebusiness value of immediate, prescriptive follow-up by using SecondApproachservices from TARGUSinfo to close sales with consumers who respond to a toll-free number but don't immediately make a purchase.
The Miami company advertises its SYNEDREX weight-loss formula on TV and inprint, urging consumers to dial a toll-free number to make a purchase. Most ofthese callers convert, but until recently the company had no way of contactingthose who didn't. With SecondApproach services, TARGUSinfo identifies non-converting consumers and immediately mails out customized Metabolic Nutritionfollow-up offers to these "warm leads." In the first month, it converted 10percent of them -- a rate five to 10 times higher than traditional directmail.
"If we lose track of a consumer within a couple of days of their call, wemay lose them for good to a competing weight-loss plan or a gym membership,"said Metabolic Nutrition CEO Jay Cohen. "With TARGUSinfo, we are able toconclusively identify callers who don't convert and follow up within 48 hourswith attractive direct mail offers. This strategy is improving our conversionrate, maximizing our marketing dollars and helping more individuals reachtheir weight loss goals."
SecondApproach services target consumers who need to sleep on purchasedecisions or who, for whatever reason, hang up before an agent can pick up thecall. TARGUSinfo captures the phone number, appends a confirmed name andpostal address and within 48 hours sends out a personalized post card or othermailing. Metabolic is measuring real-time ROI on its SecondApproach investmentwith special phone numbers and Web addresses for consumers responding to thefollow-up offers.
"Every caller is a lead whether or not they immediately purchase, yet toomany marketers fail to harvest the interest they've cultivated," said PaulMcConville, TARGUSinfo Director of Consumer-Facing Services. "SecondApproachservices extract full value from the marketing dollar by automating follow upwhere a consumer has demonstrated interest and is inclined to buy."
SecondApproach services also allow companies to customize follow-up basedon the results of the initial call and to enhance any record with demographicsor profiles for segmentation and prioritization.
About Metabolic Nutrition
Metabolic Nutrition's proven formulations help customers experience weightloss, enhanced sports performance, and improved wellness. Available onlydirect from Metabolic, these products fit the way customers live, work andplay. For more information, visit www.metabolicnutrition.com.
TARGUSinfo On-Demand Information services provide insight through uniqueidentification, verification and location solutions that enable retailers,call-center operators, communication service providers, Web-based marketersand others to dramatically increase the quality of their services and theeffectiveness of their marketing. A privately held company, TARGUSinfo isheadquartered in Vienna, Va. For more information, visit www.TARGUSinfo.com.Pete Simpkinson Karen Pantinas TARGUSinfo Beaupre & Co. Public Relations 703.272.6200 603.559.5836 [email protected] [email protected]