24
CATEGORY 13:
Best customer relationship initiative
WINNER: Barclays Commercial Bank
AGENCY: BALLOONDOG CAMPAIGN: ‘TURNING THE CORNER’
B
arclays Commercial Bank provides
relationship banking to 81,000
business customers in the UK.
This year, it wanted to drive wallet share
opportunities by promoting its 'Turning the
Corner’ scheme. Barclays took the
approach that businesses like to learn from
each other and share ideas with likeminded
people, and to this end developed a
customer relationship marketing motivational speaker who talked about his Barclay’s secured several high profile
programme with several strands. top 12 tips to survive a recession. panellists, such as Kirsty Allsop from
A microsite was designed which tackled The events attracted over 1000 Channel 4’s’ Location, location, location’
a different prevalent business issue every attendees, delivered 200 business leads for and Andrew Feldman, chief executive of the
month, including ‘how to’ guides and Barclays’ customers and delivered 52 leads Conservative Party, to speak at the events.
insightful articles. Traffic was driven to it for Barclays Commercial Bank, with a Seven events were held in London, with
via a monthly newsletter to customers. The potential income of £703,000. Due to the 272 customers attending. Due to their
site also featured interviews with customers success of the events, Barclays went on to success, another nine events will be rolled
sharing their experiences of the featured plan and host a further six in London, out regionally. Barclays gained over 21
issue, encouraging customers to learn from Manchester, Surrey, Cambridge, leads with estimated income in the region
their peers. Nottingham and Cardiff. of £217,000, and retained income in the
Five regional ‘Connect’ events were held Barclays also hosted a further series of region of £800,000 from these events.
in Sheffield, Reading, Luton, Birmingham events. Dubbed ‘Get the inside track’, these In total, it has invested £316,000 to
and Bristol, offering further opportunities provided customers with the opportunity to date, and delivered potential income of
for customers to connect and widen their hear what their peers were doing to survive £1.27 million from it.
networks, share tips and do business and in many cases thrive in the downturn, “The overwhelming feedback from
together. Customers were able to exhibit providing the opportunity for them to customers and key business indicators is
their services or products for free, as well discuss key topics specific to their industry that we are the only player in the market
as attend a choice of three business clinics with likeminded business people. Led by a proactively hitting the street and engaging
with speakers from Barclay’s Business professional facilitator, the events provided customers. With the economic environment
Support Team, Cash Management & Trade positive insight as the panellists discussed as it is, the positive effect of such action
Team and its own partner HR consultancy the opportunities and challenges which can should not be underestimated,” says
Croner. There was also a keynote speech emerge from a downturn as well as ways to Eduardo Eguren, CEO at Barclays
from Rene Carayol, a business guru and streamline business efficiencies. Commercial Bank.
Highly commended: Juniper Networks
AGENCY: BASE ONE CAMPAIGN: ‘JUNOS SOFTWARE’
W
hen Juniper Networks wanted to In addition, a remote lab was built,
market its solutions to an audience providing targeted accounts with exclusive
of network engineers and IT access to Juniper technology so that they
specialists, it used its existing customer base could try before buying. User interaction
to create a buzz. In order to market Junos – a and feedback was encouraged throughout,
single operating system that integrates adding user generated content to the
routing, switching and security services – it information already provided. Before long,
built J-Central – an online portal – populated J-Central was buzzing with activity.
initially by existing users and designed at the The launch of Junos was also announced
same time to draw in new ones. with a printed DM and email campaign.
J-Central delivered videocasts complete The success of the campaign has been
with presentations, application sharing and easily measurable; the first email inviting
interactive Q&A sessions each month with Junos users to register on J-Central
Junos experts. In order to draw in new generated 600 responses, and it now has
customers, an email campaign was more than 10,000 active users. An
implemented to inform current Junos additional effect of the campaign has seen
customers, and potential new ones, of what it double the number of certified Junos
was happening on the site, as well as offer technicians amongst Juniper’s most
incentives such as free copies of a Junos significant customers. Work is also now
networking book known as the networking underway to create a parallel J-Central
‘bible’ amongst technical audiences. resource for resellers.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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