Introduction

For the last 17 years Ant Marketing has provided outbound controlled circulation subscriptions generation for UK domestic and world-leading international business publications.

We have been working closely with the audience development and circulation directors, and playing a key role in maintaining magazine readership volumes and developing new reader audiences worldwide, via our multilingual communication skills and multicultural knowledge. Our business week begins at 10 p.m. on Sunday when we call Australia , New Zealand and the Philippines , and closes the following Sunday at 12 p.m. when we end with calls to the Middle East .

We have maintained our relationships for long periods because we are committed to meeting the client's requirements; we constantly strive to add value by suggesting enhancements to the projects; and we provide a whole host of management information on a daily, weekly and monthly basis so that the client is constantly informed of our activity.

Objectives & Target Audience

Controlled circulation campaigns are seasonal or ongoing contact management programmes. The campaign objectives are as follows:

• To renew and generate new qualified readers worldwide across consumer and business audiences
• To generate a comprehensive database for both re-contact and direct marketing activity
• To increase the awareness of the brand and specific product offerings
• To facilitate audience development by providing the circulation management team with collected demographics information

The Challenges & Solutions

The First Challenge

To ensure each of the successful reader registrations are of high quality and are meeting qualifying criteria

The Solution

Ant Marketing use a variety of mechanisms to ensure the challenge is met, including:

• Ensuring the team is fully briefed on each project
• Agreeing and adhering to predetermined criteria for a qualified registration
• Utilising a robust quality control procedure that ensures contact demographics and reader contact data are accurate
• Adhering to and following BPA and ABC rules

The Second Challenge

To deliver qualified reader registrations to the fulfilment team on a regular basis

The Solution

Agreeing and adhering to delivery schedules with the fulfilment house

The Third Challenge

To ensure the highest level of product knowledge

The Solution

Here the solution has been as follows:

• Providing extensive initial and ongoing training
• Creating a dedicated team for the project
• Undertaking ongoing product knowledge assessment (independent of operations, every month Ant Marketing's Training Division makes an assessment of each operative and, dependent upon the results, provides additional training)

Co-ordination

Coordination and reporting is via audience development/circulation contact.

Delivery Management

The delivery of the objectives is via:

• A dedicated team of qualified/trained operatives
• Full-time dedicated management
• Quality control independent of Operations via Client Services
• Support from training to provide further product knowledge
• Audit of the operatives
• A robust IT platform
• Easy call logs trace
• Live call coaching
• 100% call recording

Results & Success

Results have been measured as follows:

• The client closely monitors the data penetration and qualified reader registration conversions generated from each list supplied.
• Reader registration and demographics accuracy is achieved via ongoing quality control and audit procedures.
• On a daily/weekly basis, Ant Marketing delivers robust reporting, which consistently measures against the key performance indicators and an agreed service level.
• Ant Marketing audits the service by a series of regular client satisfaction surveys, and takes appropriate action if required.

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