The Importance of Planning For Sept. 1, 2009

In 2008, the Federal Trade Commission (FTC) adopted an amended Telemarketer Sales Rule (TSR) citing consumer protection against unwanted marketing communications.  As of December 1, 2008, prerecorded sales calls must provide an easy opt-out feature.  More significantly, beginning September 1, 2009, automated sales communications can be delivered only to those recipients who have provided their "express written consent" to receive them.  Having an existing business relationship (EBR) will no longer be sufficient approval for organizations to attempt to sell goods or services via an automated, prerecorded message. 

 

The amended TSR rule is a game changer that offers organizations a strategic opportunity to impact long term success by enabling more targeted, effective marketing. Organizations need to act quickly to meet the deadline and maximize the percentage of consumers that they will be able to reach legally and cost-effectively.  

 

Companies establish a brand impression with their customers -- the better and stronger the brand impression, generally the more profitable the relationship.  Customer communications plays a major role in forming that brand impression.  Yet how many organizations really know how each of its customers prefers to be communicated with?  And under what circumstances?

 

For example, would customers want to learn about a special sale you are running via email, voice or text message, or direct mail-or maybe a combination? How would your customers want to hear about special offers just for loyalty/reward program members?

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