Coalesce Corp

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Seminar Programs

Coalesce develops, populates and conducts seminars aimed at quickly achieving market saturation for its clients, and boosting new technologies into the market very quickly. Immense sales can be achieved over a short time period and sales growth is vastly improved.

Key Components  Example 1  Example 2
Detailed Program Options

The key to this success is telequalification of each prospective attendee whether they attend the seminar or not. This generates thousands of short and longer term prospects. Seminars are equally effective presented in hotel venues or in-house venues in major pharmaceutical and biotech organizations. Coalesce also develops and promotes meetings and conferences.

The seminar process/database process is one of the fastest ways to generate true prospects...

The Seminar & Database building process is an integrated direct marketing program to multiply the number of sales prospects, accelerate the close of prospects already being pursued and to build a high-quality, client-owned North America database of all potential purchasers. As such, it creates the basis for current and future database marketing programs.

Key components are:

• analysis and selection of potential target cities and dates
• selection and recruitment of potential speakers and collection of biographies, titles and abstracts
• selection and booking of hotels with appropriate room sizes
• a data collection, a merging and deduping step of component databases
• high speed updating of all database records
• approval of mailer & telemarketing scripts to collect current and future product use, etc.
• build-out and enrichment of the database via outbound interviews with decision makers
• creation of databases for staged mailings of the seminar invitations
• in-bound telemarketing registration via assigned 800 telephone and fax numbers
• out-bound telemarketing registration to selected target prospects
• a customized mail confirmation followup to registrants with agendas and directions
• a telephone followup to registrants just prior to the meeting
• creation of attendee rosters and name badges
• follow up letters to attendees and those interested, but unable to attend
• data entry and analysis of attendee satisfaction and sales interest
• distribution of attendees and prospects to the appropriate field sales personnel.

There should also be provision for periodic seminar attendee followup telemarketing to harvest prospects who are considering immediate to short term purchase. It qualifies their interest, timing, application and key criteria for purchase. It allows field sales to focus their attention on short term buyers.

All phases of the program are options, any combination of which can be chosen by the client or Coalesce.

Examples of Successful Seminar Campaigns

Example 1

Target	Biopharmaceutical companies - Genomic Assay Development Groups.
Description	One-day free seminar, two outside speakers. Featuring innovative a new instrument technology
Cities	4
Mail Count	7200
Build Out Interviews	2400
Registration Interviews	2080
Attendees	675
Results	Tripled number of prospects for $100K capital equipment including 300 new referrals. Forty percent of attendees came from LABS™ Database, balance from in-house databases. Completed 6,000 inbound and outbound interviews, eliminated 2,000 inappropriate records. Increased potential market by $110 million based on newly generated prospects.

Example 2

Target	Biopharmaceutical companies - Drug Discovery, Development & Clinical Analysis
Description	Target was upper level researchers and a fee was charged to ensure prospects were serious. Most speakers were outside speakers. Featured seven different instrument technologies
Cities	7
Mail Count	14600
Build Out Interviews	3500
Registration Interviews	5600
Attendees	396
Results	Collected 500 future buying plans in 350 laboratories, a total of $25 million in sales from attendees and outbound telemarketing. Half of the future buyers did not currently own any of client's products. Collected $74,000 in registration fees to offset telemarketing costs. Twenty-five percent of attendees and 37% of buyers came from LABS™ Database, the balance from in-house databases. Eleven hundred new referrals were generated in a total of 8,000 inbound and outbound interviews. Thirty-six hundred inappropriate records were removed.

Detailed Program Options

• Seminar Site Analysis - Analysis of laboratory and prospect density around target cities by counting from clients and LABS™ Database.
• Selection and recruitment of speakers - This can be handled by client or Coalesce. Coalesce can help in recruiting outside speakers which normally results in higher attendance.
• Selection and booking of hotels - This can be handled in-house by client or by Coalesce.
• Database Construction - Key prospects for the seminar may be generated from field sales representatives' prospects, the client's existing in-house databases & Coalesce's LABS™ Database. Prospects from LABS™ are key individuals in targeted laboratories in the target organizations, updated annually by telephone interview with the lab research manager.
• Bringing records up-to-date - Any of the component databases may be brought up to 30 day recency prior to initial deduplication and mailing
• Initial Deduplication - Duplicate names in LABS™ and client Databases will be purged in the desired order. All databases are source coded for results monitoring.
• Script Development - Scripts for Database Build out, In-Bound Registration, Out-Bound Registration, Confirmation and Post Symposia follow-up will be submitted by Coalesce, and reviewed, modified and approved by client.
• Invitation & Reply Card - A Mail Registration Invitation and Reply Card & Envelope addressed to Coalesce will be developed in conjunction with the client's advertising agency. Features desired in the invitation include the ability of the registrant to fax their registration form (and credit card number if there is a fee) to Coalesce. Also they should be able to return it even if not attending and state their interest in one or more of the offered technologies. Coalesce will supply artwork with the Coalesce Address for the return envelope.
• Seminar Collateral - Personalized Confirmation Letters, Symposia Evaluation forms, Post-Symposia "Thank You" letters and Post-Symposia, "Sorry you could not attend" Letters will be developed by the client to be mailed by Coalesce.
• Database Build out Phase - Coalesce technical telemarketers will then interview and qualify the desired number of prospects, focusing first on sales prospects, then on sales target accounts, then on local prospects and then on more remote prospects around the target cities. They will be qualified as to their stated need for the client's products. Coalesce will expand the list by asking the prospect who else in the organization is a candidate, adding to the database all who are valid prospects for the client's products. The resultant database of prospects will belong to the client.
• Deduplication after build out - Coalesce will again dedupe the database, after supplementing it with new prospects found during the course of the build out from referrals who are interested in the symposium. Those who have no interest will be removed from the invitation list.
• Staged mailing - The mailing database will be sent to the clients' ad agency, who produces the mail piece and return card, and who will mail it. There will be several mail drops to facilitate "compressed calling"
• Inbound Registration - One dedicated Coalesce Inbound Technical telemarketer via a dedicated line to Coalesce, and a rollover line that can be answered by another available telemarketer, will sign up incoming registrants. Coalesce will assign 800 telephone and fax numbers to use in the mail piece and correspondence.
• Outbound Registration - Coalesce outbound Technical Telemarketers will conduct the specified number of outbound registration interviews, first concentrating on those who requested an invitation in the build out stage, and then using the same priority as in the build out for those not yet contacted. Coalesce will personally invite them to the Symposia within 7 days of anticipated receipt of the mailing. To make this possible there will be staged mail releases.
• Faxed Invitations - Coalesce will fax Symposia descriptions and registration forms as requested to interested professionals who have misplaced or not yet received their forms (generally about 15% of the number of interviews).
• Outbound Registration termination - Coalesce will terminate the outbound telemarketing once it achieves outbound and inbound registrations totaling the number that will ensure the desired attendees for the Seminar
• Personalized Confirmation Letters - Coalesce will send personalized confirmation letters and registration packets on a daily basis to registrants.
• Confirmation Calls - Coalesce outbound Technical Telemarketers will contact registrants within 72 hours of their Symposia date to remind them of the Symposia.
• Name Badges & Rosters - Coalesce will FedEx name badges and rosters into each city prior to each event.
• Event Evaluation forms - Coalesce will collect the attendance data from the Seminar Evaluation Forms and data enter the forms and do the analysis and report generation.
• Follow Up Letters - Coalesce will mail personalized letters to attendees thanking them for attending and "Sorry you could not make it" letters to those wishing to attend, but unable to.
• Follow Up Qualification - Immediately after the seminar and then periodically, follow up telemarketing to attendees and those stating they planned future purchase can be done by Coalesce or Client. This delivers high quality leads to the sales force.

The seminar process/database process is one of the fastest ways to generate true prospects and generates high market coverage. It builds a high level corporate master database for the future marketing. This database will be returned to the client or housed at Coalesce and available to client in suitable formats as requested. Coalesce provides full access to listen to Coalesce telemarketers speaking with prospects live and will produce detailed process metrics to monitor the programs progress. Contact Coalesce for a detailed quotation on your program.