ABSTRACT
John Smith’s Telemarketing is playing an increasingly important role in many sales promotion campaigns. By requiring consumers to make a charged-for telephone call to become involved in a promotion, businesses are able to recoup some of the costs of the promotion. When brewer Scottish Courage ran an on-can promotion for John Smith’s Extra Smooth, it used this principle, building a relationship with a telemarketing operator to help coordinate the work. The campaign built on themes from the James Bond movie The World is Not Enough. Consumers called a phone number, when they were asked to key in three numbers, which were then matched against a series of randomly chosen numbers. A variety of product and travel-related prizes was on offer. Scottish Courage reported that 15 000 calls were received and that beer sales increased by 56 per cent.
