Founded in 2001 by Gerry Pyves, the creator of NO HANDS® Massage, the training provided was a response to the epidemic of injury in the Massage profession. Since then thousands of students have attended their “Transforming touch” course, bringing the power of NO HANDS® Massage to their clients while also protecting their massage career by utilising the zero-strain Massage that Gerry and his team teach.
Having been successful in the UK with the NO HANDS® Technique, Gerry was keen to expand overseas, beginning with the USA and Canada, by providing training to massage schools so that the courses could be franchised to them.
Having worked successfully with NO HANDS® in the past on data validation and survey campaigns, The Telemarketing Company were selected to provide a campaign to support these objectives by providing high quality telephone appointments. The Telemarketing Company worked carefully with the NO HANDS® Massage Company to plan and execute a campaign initially planned for 6 weeks.
Prior to the campaign launch, data selection, data profiling, integrated use of digital collateral, timing of calling to match time zones, briefing and training of callers were planned and agreed through a process of open exchange of information and ideas.
Project execution and results
Data was provided by NO HANDS® Massage covering schools across North America who were mailed a DVD about the technique. The data was separated by time zone, enabling the right schools to be targeted at the right times. Where the DVDS had not been received, emails were sent with links to the NO HANDS® website where video material could be viewed.
Information was gathered regarding prospects’ current provision of post graduate training so that inappropriate contacts could be ruled out. A pipeline was built by establishing appropriate times to contact the correct decision maker and by following up schools that had been emailed, using our diary system.
Callers received briefings from the client regarding likely objections and the best responses to them. Where unanticipated objections arose, these were fed back to the client as part of regular daily contact and new solutions were suggested.
For every appointment made, a call recording was sent and feedback given to help improve call quality and results. In the early days of the campaign, some recordings of unsuccessful calls were also sent to ensure the message was correctly positioned.
As results started to come in, NO HANDS® doubled the hours on the campaign to get the most from the data during the pre-summer period. Towards the end of the campaign, reminder calls were made to existing appointments to improve the success rate.
In total, 100 appointments were booked and a large number of good contacts have been made; a solid ROI looks likely. Further work has been scheduled.