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CATEGORY 15:
Sponsored by
Best limited-budget campaign
WINNER: Cushman & Wakefield
AGENCY: CONCEP CAMPAIGN: ‘UK OCCUPIER CAMPAIGN’
C
ushman & Wakefield is the world’s Cushman & Wakefield was able to
largest privately held commercial real monitor which of the top tips were the most
estate firm. It was hit hard by the popular by analysing click-through-rates. It
global economic downturn: In 2008 only 19 then used this information in follow up
per cent of its turnover was generated from telephone calls, tailoring conversations
occupiers – the remaining 81 per cent according to profiles. During this
coming from investors and developers. conversation, contacts were invited to one
In a bid to increase occupier generated of a series of five seminars held throughout
revenue, it wanted to help businesses the UK.
realise the opportunities for reducing costs The DM campaign targeted individuals
and releasing value held within their at 3789 companies – all with at least 500
property portfolio, but it needed to run the employees and a turnover of more than £40
campaign on a limited budget. million.
In total, it spent £28,274 on a two-phase Four postcards, introducing the
‘UK occupier campaign’. Phase one was company and its market expertise, were
designed to generate new leads from clients sent over a three week period, followed by
who already had a relationship with the a personalised letter that came bundled
business, whilst phase two sought to with a sector-relevant top 10 tips brochure.
nurture new leads from previously For phase one, various CRM systems This was then followed by a telephone call
unknown businesses, using market were trawled to create a database of known to the named individual and an invitation to
intelligence gained from phase one. occupiers, which was then segmented one of the five seminars.
In both cases, the ultimate goal was to according to specific markets, namely retail Six weeks after the campaign ended,
get both existing and potential occupiers to business space and private equity. Emails Cushmann & Wakefield had generated in
attend a seminar. Phase one formed an were then sent to these contacts, with the excess of £1.5 million worth of business
email campaign and phase two a DM top 10 tips differing according to the from phase one of the campaign, and
campaign – both consisting of top 10 tips specific needs of each sector. A total of £200,000 from phase two. The business
for reducing costs and releasing revenue 1071 personalised emails were sent to has also increased its database of occupiers
from expensive property portfolios. individuals in client companies. by 35 per cent.
RUNNER UP: RM
AGENCY: ADESTRA CAMPAIGN: ‘RM SPRING OFFERS’
R
M supplies educational software, technical and senior management teams,
computers and services to schools, such as school heads.
colleges and universities. It wanted to An email campaign was followed up with
reactivate lapsed customers and increase phone calls made using open and click-
revenue for underperforming customer through data. Banner ads were placed on
groups, and promote its online shop, hoping educational websites promoting the new
to reduce demands on its call centre. site. A total of 196,350 emails were sent to
With a budget of only £6500, RM 42 different segments, with 156 variations
decided on a data-driven approach, which it using conditional content. RM managed to
hoped would achieve an ROI target of 12:1. beat its target ROI by over 80 per cent and
Its target audience included hard-to-reach drum up over £1.25 million in revenue.
HIGHLY COMMENDED: ShipServ
AGENCY: VELOCITY CAMPAIGN: ‘CONTENT AND SOCIAL MEDIA CAMPAIGN’
M
aritime e-marketplace ShipServ promoted using low cost online media such
wanted to build brand awareness as YouTube, LinkedIn and Twitter.
and create an online community of Within a few weeks 500 people had
maritime purchasing professionals. joined the LinkedIn group, 300 had visited
With no budget for offline media, the the community forum and 600 had viewed
campaign focused on generating content the viral on YouTube. Visitors to the
around six calendared themes, including ShipServ website increased by 59 per cent,
white papers and blog posts. An online and a visible pipeline of more than
community forum was created, and content £100,000 in sales was achieved.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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