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CATEGORY 11:
21
Best lead generation campaign
WINNER: Plantronics
AGENCY: CREATIVE DIRECTION CONSULTANTS CAMPAIGN: ‘SME BUSINESS CAMPAIGN’
P
lantronics is a manufacturer of
lightweight communications headset
products. Its headsets are widely used
amongst Fortune 50 companies and have
featured in numerous films and high profile
events, including the historic “One small
step for man” transmission in 1969.
The company wanted to promote better
awareness of its products within the SME
sector, with the message that during
economically difficult times Plantronics PDF download and supported by a free trial demonstrated by a Cranfield School of
could help boost business productivity by offer. This was supported by a pre-opted-in Business academic, Plantronics EMEA MD
allowing people to juggle workloads and e-bulletin and online activity spanning a and a Work Wise representative was
multitask more effectively. Targeting three month period. Working with E-media produced. Live questions from viewing
owners and managers in businesses of across a number of subscription-based e- SME leaders were also fed in. Interested
between 50 and 250 employees, ultimately titles, such ad SME Business and SME parties viewing the web TV content could
it wanted to generate 1000 leads for Technology, Plantronics was able to buy click through to reach the microsite to
conversion into headset trials or sales. into a prequalified database of participants register for the guide and headset trial.
It commissioned a research report, who had already preregistered with the Banners, skyscrapers and MPUs were
complied from surveying more than 1000 publishers, with any reader clicking on the also placed on ad network sites on a pay-
SME owners, called ‘Rise of the super SME trial offer giving their permission for their per-lead basis, again directing people to the
– a guide to plain sailing through the data to be automatically supplied. data-collecting microsite. All data collected
recession’. This was used as the lead Key media angles from the SME leads were followed up by a member of the
generation tool. It was offered as a free research were used to gain online editorial sales team
on relevant sites, supported by a link to A total of 147 per cent of forecasted
download the full findings at a campaign leads delivered – equating to 1470 leads
microsite. When interested parties reached versus the target of 1000. Pre-opted in e-
the site, they provided their data to receive bulletins delivered almost half of those.
the guide by automatic download and for Richard Robbins, demand generation
the Platronics telemarketing team and manager, Plantronics EMEA, says, “SMEs
internal sales to follow up with a headset are notoriously difficult to target so the
trial offer. research and its findings worked well for us
In addition to the editorial placements, a to deliver out a bigger story, within which
live web TV programme, where the SME we were able to align our product message
research findings and advice were and benefits very effectively.”
RUNNER UP: Barclays Local Business
AGENCY: EHS BRANN CAMPAIGN: ‘QUOTE UNQUOTE’
B
arclays offers small businesses The rationale was that using real customer
banking packages across a full suite examples put all customers and potential
of transactional, savings and lending customers at the heart of the
products, plus a range of practical support communications – and made the messages
services. relevant and compelling because they were
Its objective was to generate leads to formed of the voice of customers
increase the number of small businesses themselves.
calling to open an account, with a view to Press was the lead channel, with above-
acquiring a total of 23,900 new customers. the-line advertising consisting of press ads
To do this, it needed to overcome the in The Sun and The Times plus London’s
cynicism that had come to be associated Metro newspaper. Below-the-line successful campaign of the previous year,
with banks and show that Barclays was advertising consisted of in-store branch despite a market contraction whilst using
‘open for business’. posters, plus the customer case studies the same budget.
Small business owners, with a company featured on online business support pages. Direct lead generation – both online and
turnover of less than £1 million, and As a result, 32,321 sales were generated telephony – also showed an eight per cent
budding entrepreneurs were the focus. over the period – amounting to 135 per uplift versus the previous year’s campaign –
Barclays used existing customer cent of the original 23,900 target. In fact with 22,425 leads generated versus the
testimonials as the basis for its campaign. more sales were generated than in the previous 20,711.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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