EVENT CAMPAIGN - HOUSE OF LORDS
A dinner was organised at the House of Lords allowing Chief Executives from media & telecommunications companies to discuss how the sector should move forward in the new digital environment. This had to be done in a sensitive and professional way and required the telemarketing team to talk intelligently with industry experts.
To persuade high-level decision-makers to come together and spend an evening discussing such issues, 'facilitated' by Cap Gemini. To enhance the credibility of the evening and to enhance the level of debate, an appropriate guest speaker was sourced, namely Lord Chadlington, founder of the PR firm Shandwick International.
Cap Gemini employed Mark Versallion and his marketing team to help Cap Gemini scope, design proposition and creative, copy write and produce, a Direct Mail piece. Then to follow-up event invitations with a telephone call to discuss the issues to be covered in the event, at a high level and to stimulate awareness of the issues and create an appetite for them to be discussed in a Cap Gemini facilitated forum. All lead generation and much of the direct marketing and follow on communications for the event were managed in an integrated and holistic way. The campaign also involved liaising with delegates to ensure photographs and biographies were included in the specially published Cap Gemini House of Lords Dinner programme and included the capture of qualitative intelligence and full lead reporting.
Sixty companies were sent the piece and telephoned. Sixteen Chief Executives (and equivalent level representatives) from target companies attended, representing a 26.7% conversion rate from mailing to appointment. Feedback was exceptionally positive with delegates finding the evening very stimulating. It was recommended that Cap Gemini sent a few of their own Directors to sit amongst delegates which ensured improved relations and better awareness of Cap Gemini. There were representatives from the BBC, BskyB, Carlton, Channel 5, Flextech, Open and Shandwick to name a few. The success of this campaign was due to the high-level of research and knowledge gained before the campaign was implemented. Mature and intuitive telemarketing combined with the ability to learn quickly and understand complex issues enabled high conversion rates as well as quality.
LEAD GENERATION CAMPAIGN - DATA WAREHOUSING
With approximately forty consultants, Rosetta Stone had built itself up over three years through word of mouth, networking and recommendations. With a solid track record in Data Warehousing, CRM and Business Intelligence project work, and highly commended client references, the time had come to move business growth up a gear.
The campaign had two symbiotic aims: (i) to establish credibility and brand awareness in markets and specific multinational companies that had not been marketed to before; and (ii) to generate face-to-face appointments and telephone appointments where the company could promote its expertise and secure a request for proposal. Each and every appointment was qualified by decision-maker authority to sign-off a project/purchase, an available and sufficient budget and the intention to spend within six months. There was a need to reveal both short-term leads as well as build long-term relationships that were sensitive to brand and the company's high-value reputation. The challenge was to help Rosetta Stone move from a transactional lower level sale to a high-quality enterprise-wide solution pitch, while discovering and securing new sales within the next two quarters.
Versallion Marketing was retained to devise and implement a lead generation campaign that profiled, mailed and telemarketed approximately 1,500 UK companies. This involved the researching and writing of four industry tailored DM letters with the purpose of being followed-up by telemarketing. PAs and secretaries were targeted through telephone calls so to build an understanding of issues and processes in their departments and to increase the likelihood of mailings, emails and future telephone calls getting past these 'gate keepers'. Follow-up phone calls engaged the decision maker in an exploratory conversation about both his experience of data warehousing and of Rosetta Stone's work with other major clients. Current systems and issues were logged into a contact management database and subsequent appointments used the extensive information gathered in the phone call, enabling better preparation and consequently a greater conversion of appointments into proposals.
w Due to account and contact telephone research prior to the campaign start, telemarketing got through to 84% of target decision makers within the first five diallings when following-up mail piece.
w Of the first 250 decision-makers contacted (DMC), 28 converted to appointments. This represented an 11.2% conversion rate. More would later convert to appointments and all the new data accrued in this campaign proved invaluable in other sales and marketing activities.
w Of these first 28 appointments sat, 11 resulted in immediate requests for a proposal and 5 of these resulted in new sales within six months of the campaign start date, all with an above average order value.
DM, EMAIL & TELEMARKETING
APPOINTMENT SETTING CAMPAIGN - NEW BUSINESS
Cisco had experienced rapid success in certain sectors of the UK market but had yet to penetrate target accounts within key sectors.
Versallion Marketing was retained to help devise a long-term campaign that would cut through the clutter and enable several Cisco propositions to be considered by senior level decision-makers. The campaign's objectives where twofold: (i) to establish brand awareness and gather information on target accounts and (ii) to generate face-to-face appointments and telephone appointments where the company could promote its expertise and secure a request for proposal. There was a need to reveal both short-term leads as well as build long-term relationships that were sensitive to brand and the company's high-value reputation.
Versallion devised and implement a direct marketing campaign that profiled, mailed and telemarketed approximately 400 companies. This involved the creation of various channel collateral, such as direct mail pieces, html emails and micro-site web pages and telemarketing. Follow-up phone calls engaged the decision maker in an exploratory conversation about current systems and issues which were captured into Versallion's contact management database and appointments were diarised through an extranet set-up between Versallion and Cisco.
w Of the 400 companies targeted, the information captured directly contributed to over £6m of new revenue and is continuing to prove invaluable in long-term relationship building.
w Some 52 appointments were generated in a time of cautious IT spend, and of those appointments, sixteen Invitations To Tender (ITTs) were submitted and four were signed-off within one quarter.