●The effectiveness of telemarketing (voucher returns).
All this information can be quantified and is specific to Rover.
Not surprisingly, Conquest ‘92 built on the successful programme
started in Conquest ‘91. Rover continues to experiment with the generation
of leads. For example, Rover has set up retail information centres in Leeds,
Reading and at Liverpool Street Station. These are good examples of more
proactive lead generation.
The more Rover understands about proactive, short-term trawling tech-
niques, the less it will rely on rented data, and consequent accusations of
inappropriate targeting – rented data cannot usually fulfil all the require-
ments of ‘right message, to the right person, at the right time’. Rented lists
will, however, probably always have a part to play and, as Rover becomes
increasingly confident in describing the profiles of its best prospects, lists
can be sought which reflect this more accurately. New types of promotions
will also be considered. The priority is still to find the most effective
methods of generating high-quality, qualified leads in a single ‘shot’.
Meanwhile, for existing and newly converted customers, Catalyst pro-
vides a continuing means of keeping in contact and is a vehicle to build
and maintain an ongoing relationship between the Company and its cus-
tomers. The database is updated continuously, ensuring timely identifica-
tion of individuals moving into the purchasing window.
Research shows that recipients of Catalyst magazine do not see it as
direct mail, but as part of a relationship with Rover. Rover is only mailing
customers what they want to receive when they want it. Information on
products and the Company is seen by recipients as a legitimate and posi-
tive use of direct mail.
110 Relationship Marketing