A method for inducing response rates in business-to-business direct marketing campaigns

Abstract

Inducing interest in and response to direct marketing campaigns from multiple organizational members is of continuing importance to business-to-business marketers. This article investigates the effects of a combination of direct telephone interaction and mail survey methods for improving customer response rates. Furthermore, this article examines the role of a “significant other” in the organization and the impact of this individual's endorsement on the cooperation and response rate from multiple organizational members. Two hundred and seventy-three project team members from 62 hospitals composed the research sample. The results demonstrated that this method was successful in generating a high multiple-subject response rate.