Nationwide Lending talks up voice-mail as direct technique

Beeler, Amanda
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p65
Trade Publication
Case Study
This article presents a case study involving Nationwide Lending and its marketing technique of using voice-mail. Since 1999, Nationwide has eschewed traditional telemarketing in favor of technology supplied by Voice Mail Broadcasting Corp. Instead of a live agent pitching a product to consumers over the phone, Nationwide leaves 30-second recorded messages featuring the voice of its marketing director Tim Burke, on answering machines. The results have been so positive that more voice-mail efforts have followed. In fact, Nationwide no longer uses traditional telemarketing and has cut its direct mail volume by 60%.


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