B2B New Business Campaigns
Direct Mail is the perfect weapon for new business development.
Tekpak: Made to Measure
Agency: Forza Direct
Tekpak is a Wexford based innovation-led manufacturer of robotic packaging lines for manufacturers of high volume retail packed goods, infant nutrition and life science/pharmaceutical products. With limited marketing resources, the company faced competition from large German competitors for market share. A cost-effective marketing solution was called for to introduce the Tekpak brand, identify opportunities and increase its sales pipeline. Direct Mail was deemed to be the most cost-effective medium to achieve these aims. The companies targeted varied in size from large-scale multi-nationals to traditional family owned businesses. Key decision makers and influencers were identified and profiled. Through customer research the agency identified the Tekpak USP, namely, delivering superior results through its unique design approach. A memorable creative concept was required to communicate the message. The concept also needed to reflect other brand values such as quality, flexibility and expertise. To achieve this, the agency developed the 'Made to Measure' campaign. Presented in a replica Saville Row style shirt box, each piece contained a personalised direct mail letter, case studies and a pair of USB cufflinks - integrated within the design of the shirt. The initial phase of the campaign was aimed at 43 priority companies. Five measurable campaign objectives were also defined. The results were impressive. Forty out of the 43 mailers sent were confirmed as having been received, opened and read by the targeted prospect and facilitated a successful telesales follow-up. Campaign targets for new tender requests were exceeded by 60%, appointments by 40%, revenues by 52%. Three new clients were acquired, all of which were leading brand name manufacturers. Campaign revenues contributed to an overall increase in annual revenues by 22%.
Data Ireland: Are you ready to strike gold?
This was a highly targeted direct mail campaign to the insurance industry, designed to promote both Data Ireland in general and a specific new product recently added to Data Ireland's offering. The product was a database of highly targeted consumer prospects with their much sought-after insurance renewal dates. The objectives of the campaign were two-fold. Firstly, to provide a mechanism to engage with insurance companies on a range of products and services. Secondly, to initiate discussions on the use of this prospect list in a highly regulated and compliance-heavy industry. A carefully selected group of key marketing decision makers in each of the top insurance companies in Ireland was chosen to receive the mailing. Each individual was verified by telephone in advance of the campaign. The challenge was that these people did not have a relationship with Data Ireland, are heavily targeted by lots of other companies and are extremely busy. Data Ireland wanted to meet them, but have always found it difficult to get meetings - they're generally not interested in meeting with a 'data house'. To immediately grab the recipient's attention and open the door for a meeting, a very modern and highly personalised direct mail campaign was created. The centre-piece of the 'Are you ready to strike gold' mail pack was a gold robot-styled USB key. This key contained a short presentation personalised to each individual recipient telling them about this new product. And, at the same time, highlighted other services that Data Ireland could provide to their organisation. The USB key was held in a personalised box and accompanied by a very personalised letter. For a cold mailing the results were staggering. A 31% meeting response was achieved, securing successive meetings to discuss products and services. These meetings let to a number of initial sales giving a 125% return within two months. More importantly however, is that Data Ireland has successfully engaging with over a third of those targeted on more longer term, higher value data related projects.
Universal Graphics: Lorry Mailing
Agency: RMG Target
Universal Graphics is a Monaghan based company specialising in vehicle branding, large format printing, and signage. They wanted to develop the fleet branding part of their business and secure 2 large contracts. They carefully identified their top 44 prospects, using various criteria like age of fleet, current marketing activity/investment and competition levels. This gave them a highly targeted database of hot prospects. Each recipient was sent a highly personalised piece of direct mail which included a model truck branded with the prospect company’s livery. Also included was a personalised letter and short brochure outlining their services and testimonials. Each package was delivered by Express Post and tracked so a follow up call could be made once delivery was confirmed. With a relatively small budget, the objectives of this project were not only achieved but in fact exceeded. Universal Graphics also secured an extremely favourable Return on Investment. 5 contracts were secured (target was 2). A further 12 quotes were submitted and 9 sales meetings secured. It's the campaign that keeps giving as it continues to bring in new businesses today.