Abacus (UK) the UK s largest co-operative transactional database

Transcription

1 Abacus (UK) the UK s largest co-operative transactional database Challenge: To promote the value of transactional data over other data sources and encourage customers to contact Abacus(UK) to discuss their lead-gen data needs. Solution: The campaign centred around a new CMS website. The creative highlighted the ability to predict future purchases based upon past buying behaviour - transactional data! Other activities included: press & online ads, personalised direct response lead generation program.

2 Your customers are all the same, but in different ways! We all know that it s cheaper to generate more sales from existing customers than to find new ones but some existing customers are more valuable to the business than others. Are you focused on the right customers?

3 Think Smarter. Talk Personal. Engage your Audience! Phase 1. PURL Call-2- Action: Background: Abacus UK knew that customer sales activity was seasonal. They needed to identify those customers who were currently at the planning stage of Christmas campaigns and to direct its sales efforts /budget where it would deliver greater returns. In the shortest possible time. Knowing we were working with clean and accurate data we were able to take a more PERSONAL approach! Challenge: To raise awareness of Abacus s B2B Transactional Data amongst its B2B customer database, and to segment customers by level of interest to enable the sales force to create a priority follow-up sales call ist. Solution: A 3-phase frequency campaign, each phase comprising personalised direct mail, and the creation of a campaign microsite. Each element encouraged the recipient to visit the microsite to download the latest research reports & content.

4 Focus your sales efforts where it will deliver greater returns! Phase 2. PURL Call-2- Action: Solution: Christian names were used on all creative elements and the call-2-action showed that a personalised microsite had been created especially for them this delivered a significant uplift in response. Additional content was added to the microsite at each phase to encourage multi-visits.

5 The greater the frequency, the better the response. Phase 3. PURL Call-2- Action:

6 Capture prospect customers from other campaign activities Solution: A default registration page was created to capture the details of site visitors generated from other marcomm activities: PR, online ads etc. These new leads were qualified, and scored, and if deemed valuable, added to the ongoing lead nurturing program.

7 Measure. Measure. Measure Think Act! Solution: A dash-board reporting function, allowing the client to access all campaign leads and to review campaign activity in realtime. Results More PURLs were opened from the Direct Mail than the in each phase. However, if the PURL was opened via an prompt they were more likely to download an article. There was a boost in PURL opens in phase 3 - supports the case for frequency. Although Direct Mail was the preferred medium, also substantially supplemented the campaign. Some customer s were engaged in all 3-phases of the campaign and their details were forwarded to sales for followup hot prospect sales! Generated Campaign R.O.I 520%

8 Integrated Thinking. Multi-Channel Response Measurable Results! Helping digital/tech clients to develop strong brands, and create targeted marcomm programs that support/stimulate sales is our business......please judge us by the company we keep!

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