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CATEGORY 1:
Sponsored by
Best integrated campaign
WINNER: FMB
AGENCY: IAS B2B MARKETING CAMPAIGN: ‘WHEN IT COMES TO THE CRUNCH...’
T
he Federation of Master Builders (FMB) sales promotion offering a third-off a two
is the largest building trade association year membership, was aimed at helping
in the UK, protecting builders against builders in tough economic times.
bureaucratic action and promoting them as Road shows were staged at key national
specialist trades people. It also provides and independent building merchants and
support to help its members manage distributors, which key players including
business issues such as preparing Travis Perkins signed up to attend. In store
quotations and sourcing materials. point-of-sale and ‘invoice mailings’ were
Bad press about ‘cowboy’ builders, also produced to directly target branch
coupled with the fact many new or customers.
emerging contractors were struggling, In addition, trade advertising in
meant that the FMB seemed to have hit a Professional Builder was staged over a
customer acquisition threshold at 13,000 series of months, providing easy-to-digest
members. Research revealed members bite sized information. A Google Adwords
found some services hard to pinpoint, and campaign was launched, and a direct mail
felt that the FMB was too easy to join. pack produced – each pack included one
As its target audience is typically on-site card for each of the four service clusters,
and therefore hard to reach, IAS decided designed to provide builders with simple
that a fully integrated campaign was the access to services of interest to them.
solution. Multiple calls to action included web and
A campaign was devised to target SMS, and packs were segmented
jobbing builders – particularly those geographically with bespoke calls cent – 20 per cent more than was
working in commercial and residential to action to enable tracking currently being achieved. As a
sectors with a turnover of less than £10 capability. Additional cards were result, the total number of new
million. Sixteen key regions were focussed inserted in areas where road members was 450 – 120 more
on, clustered into five main regions for shows were taking place to than predicted. The campaign was
communication purposes. Data profiling, generate interest. On a deemed to be worth £351,000 to
sourcing, matching and merging exercises dedicated microsite, a the FMB and delivered a 3:1
resulted in a prospect database of 15,000 road show calendar was ROI.
contacts. also regularly updated to Robin Hood-Leeder, the
Messaging was devised around a main build awareness. FMB’s director of membership
strap line ‘When it comes to the crunch ... ’, The campaign attracted interest from a services, says, “For the first time we
and clustered around four key issues: profit host of distributors, with over 50 displaying have implemented a campaign that has
loss, red tape, slow trade and workforce campaign material. In total 900 leads were taken the strategic high-ground and
issues. The campaign, underpinned by a generated, with a conversion rate of 50 per provided the creative standout we need.”
RUNNER UP: SHL
AGENCY: PURECHANNELS CAMPAIGN: ‘CHANNEL PARTNER RECRUITMENT’
S
HL provides psychometric assessment negative sides of hiring the right or wrong
tools to help companies improve candidate. Every channel utilised
candidate selection and performance. incorporated a call to action, directing
To date, it had only sold its services interested parties to a landing page, which
indirectly via highly specialised partners offered a simple sign up procedure to
and directly into large enterprises, but now become a partner.
it wanted to expand its channel to include All indirect media was timed to be
recruitment agencies and consultants, and visible throughout the two month campaign
encourage them to resell its products. period, whilst direct emails and a DM piece
SHL set out to recruit 250 new partners simultaneously landed on the desks of top
and achieve sales worth £100,000 within tier targets. Telephone calls followed these
the first six months of the campaign. corporate clients – a target market for SHL. landings.
After an initial strategy planning phase, The two month long campaign included The campaign exceeded expectations:
which included a focus group with selected direct email, e-newsletter sponsorship, 291 new partners were recruited; a further
recruitment agencies, SHL decided on an banner advertising, direct mail, magazine 178 recruitment agencies requested further
unsegmented approach whereby agencies advertising and telemarketing activity. The information; and £500,000 worth of sales
of all sizes were targeted. This was because creative used well known two-word were delivered within the six-month
some of the smallest consultants have large phrases to illustrate the positive and timeframe.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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