Magazine article Marketing

Taking Telephony to Target Market

Magazine article Marketing

Taking Telephony to Target Market

Article excerpt

A new event for telecommerce will highlight telephony-based solutions for the marketing mix.

TelecommercExpo is a brand new marketing event that takes place at ExCel in the heart of London's Docklands. The show is one of three events co-located with the International Direct Marketing Fair (IDMF), which will also play host to New Media Marketing and Marketing IT (see pages 45 and 49).This means TelecommercExpo, can be sure of attracting high numbers of visitors, despite the fact this is its debut year.

Research conducted at last year's IDMF showed that nearly 3500 visitors were looking for this year's event to offer telecommerce and web-enabled telephony applications. This was enough to spur Reed Exhibitions to provide such an event.

Teresa Pilgrim, marketing manager for TelecommercExpo, says: "We are delighted with the strong support for this event from major industry organisations. The show addresses a niche market, and delivers specific solutions to a highly targeted audience. The support endorses our initial research, which highlighted the need for such an event, and we are working closely with industry bodies to ensure that the show proves successful for both exhibitors and visitors."

The event has been designed to bring those providing solutions together with their target audience and will feature WAP, mobile commerce and web technology for customer-focused marketing campaigns.

TelecommercExpo will underline how telemarketing has become more than just a support function, as it focuses more on integrated customer-management solutions.

The event aims to drive corporate strategy, underlining one-to-one marketing as a central part of a company's relations with its partners, clients, customers and suppliers.

"TelecommercExpo fills a vital niche in the call-centre market. Whereas most other events target the call-centre manager and the engineer, TelecommercExpo will provide solutions to those who are instigating and driving the adoption of telephony-based marketing in the UK," says Tim Porter, exhibition director.

The Call Centre Management Association (CCMA), the Chartered Institute of Marketing's CIMTech Group and the Direct Marketing Association have lent their support to the show.

Ann Marie Stagg, chairman of the CCMA says: "This is a major event for everyone involved in the marketing, development or management of call centres and provides an excellent opportunity for industry professionals to keep up to date with the latest developments in telephony and customer relationship management."

A people industry

TelecommercExpo is a useful place to check out telemarketing solutions and meet bureau suppliers. One such exhibitor is Sheffield-based ANT Marketing, the UK's 19th largest call centre. Sales and marketing director Philip Kitchen has taken a stand at the show in a bid to raise the firm's profile. "Technology is vital," says Kitchen. "But telemarketing is all about people and that is our strength -- having the right people." The ANT stand will be staffed by a team of consultants who can advise visitors on how to integrate e-mail, telephone, direct mail and internet.

Another firm with a stand is BBC Audiocall, a department of BBC Worldwide. As a response resource within the broadcast and marketing industry, it provides live and automated interactive telephony services and web-based solutions to clients including terrestrial TV channels, Children in Need and the Canadian Tourism Commission. …

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