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CATEGORY 12:
Sponsored by
Best lead nurturing initiative
WINNER: Cushman & Wakefield
AGENCY: CONCEP CAMPAIGN: ‘UK OCCUPIER CAMPAIGN’
C
ushman & Wakefield is the world’s generated 19 per cent of turnover for the
largest privately-held real estate company – the remaining 81 per cent
services firm, with 221 offices in 58 coming from investors and developers.
countries. It represents a diverse customer Cushman & Wakefield realised that it
base, ranging from small businesses to could generate a lot more income from
Fortune 500 companies. owner occupiers, but it only had contact
With the ecomonic downturn forcing with 20 per cent of them in the market. The
many UK businesses to reduce costs campaign’s primary objective therefore was
associated with real estate and generate to increase the number of known occupiers,
revenue or release capital, Cushman & build relationships with key individuals and
Wakefield saw an opportunity to strengthen generate revenue from those leads.
its relationships and forge new ones. It The campaign comprised of two distinct
needed to because in 2008 occupiers only phases and was designed to increase the
amount of revenue Cushman & Wakefield
generated from occupiers of real estate.
Phase one was designed to generate new
leads from clients who already had a
relationship with the business, whilst stage
two sought to nurture new leads from
previously unknown businesses, utilising
market intelligence gained from phase one.
The first step in phase one was to trawl
various CRM systems and create a single,
de-duped database of known occupiers.
This was the first time Cushman &
Wakefield held all of this data in one
location. Previously, there were a total of
114 contact owners within the business
who held information on occupiers. After
cleaning the data, Cushman & Wakefield
appointed a single contact owner for each
client; a first for the business.
The database was segmented according
to specific markets, namely retail business
space and private equity. Capitalising on the
market’s desire to reduce costs and release
revenue from expensive property
portfolios, Cushman & Wakefield designed
‘top 10 tips’ campaign which differed
according to the specific needs of each
sector. Personalised emails were sent to Four postcards, introducing the
1071 individuals in client companies. From company and its market expertise, were
there, marketers could work out which of sent over a three week period, followed by
the top 10 tips were most useful and create a personalised letter that came bundled
a profile for each client. with a sector-relevant ‘Top 10 tips’
After week one, Cushman & Wakefield’s brochure. This was then followed by a
contact owners telephoned clients, tailoring telephone call to the named individual and
conversations according to profiles. During an invitation to one of the five seminars.
this conversation, contacts were invited to Cushman & Wakefield’s main objective
one of a series of five seminars held was to increase revenue from this largely
throughout the UK. Content was directly untapped group. Six weeks after the
influenced by the insights gathered from campaign ended it had generated in excess
the emails – the topics most important to of £1.5 million worth of business from
clients were matched to seminar content. phase one, and £200,000 from phase two.
Phase two, which shared the ultimate The campaign itself only cost £28,000. The
goal of seminar attendance, was a DM business has also increased its database of
campaign. Cushman & Wakefield targeted occupiers by 35 per cent.
named individuals at companies with at
least 500 employees and a turnover of more
than £40 million – 3789 businesses in total.
B2B Marketing Awards 2009 -
www.b2bmarketingawards.co.uk
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