12 CATEGORY 6: Best live initiative
Sponsored by
WINNER:Lloyds Banking Group AGENCY:ROWAN MARKETING CAMPAIGN:‘OPEN FOR BUSINESS’
L
loyds Banking Group (LBG) is now the largest UK bank following the integration of Lloyds TSB and HBOS. The large corporate division serves businesses with £15m to £500m turnover. Following well documented issues in the banking industry, LBG needed to demonstrate that it continued to be open for business – a corporate bank dedicated to providing innovative long-term solutions to businesses. Also – and particularly relevant within the corporate sector – it was essential that customers and prospects understood the new structure of the regional teams, and the comprehensive resources available to them. Central to the
success and development of a long and lasting association is the pivotal role played by each customer’s trusted advisor otherwise known as their ‘relationship director’.
Networking events within the financial
services sector have been thin on the ground over the last two years so LBG decided to take advantage of this by organising 14 networking events. These took place at iconic locations throughout the UK, including Sheffield Winter Garden, Hever Castle in Kent and Aberdeen Art Gallery. The campaign targeted CEOs and FDs of companies with £15 million to £500 million turnover, internal LBG staff, local and business media, and key influencers such as lawyers,
accountants and brokers. Among a list of ambitious objectives, the campaign aimed to leverage relationships with existing
customers to create brand advocates and generate new
business, signpost the bank as ‘open for business’, reinforce its positive stance on
RUNNER UP:The Marketing Practice CAMPAIGN:‘SALES AND MARKETING FORUM’
T
he Marketing Practice is a B2B agency working for major IT, outsourcing and communications organisations (including Oracle, Capgemini and the BBC). The agency runs international lead generation, sales enablement and customer communication programmes – united by a fanatical approach to delivering sales results. The key objective of the ‘Sales and
marketing forum’ was to facilitate ‘cross- pollination’ between existing clients (maintain and grow business) and others in the industry (selectively develop new business) in order to support sales growth through a series of focused events. This led to an important secondary objective: to drive the conversation about best practice marketing for ICT organisations. This would provide essential insight to the agency in terms of developing
client strategies, as well as reinforcing its position as a market leader. The programme of events was organised for senior marketing and sales professionals in IT, outsourcing and communications organisations. The events featured speakers sharing their insight followed by a Q&A and networking session. An example event was ‘Cracking the whip: Is finance dominating the buying process?’ with the CFO of Vodafone Group Technology and head of central services at Marks & Spencer appearing as guest speakers. Everything at the event was
underpinned by the creative positioning of the S&M theme (including the Soho Hotel venue and themed cocktails).
Promotion began 10 weeks before the events, with coverage in The Marketing Practice’s blog digest email. Eight weeks
B2B Marketing Awards 2010 -
www.b2bmarketingawards.co.uk
lending, and position the regional teams as trusted advisors. To gain maximum attendance to the events, the campaign was multifaceted, informative and highly personalised. Prospect and customer lists were verified at local level, while the mailing of invitations was centrally administered. After the event, DM was dispatched to all attendees, invitees and profiled prospects within seven days. It contained a summary of economic predictions, local pictures, case studies/testimonials, Q&A feedback and team contacts. Relationship directors perpetuated all customer touch points including follow-up telephone calls and a personal welcome at events. Senior manager of marketing at Lloyds Banking Group, Garry Reynolds, commented, “As we see the green shoots of recovery, we believe this campaign has been right on brief in projecting Lloyds as ‘open for business’ and launching our new integrated teams. Rowan produced a campaign that could not be ignored, utilising a comprehensive mix of mediums and customer touch points, culminating in 14 high profile regional networking events – attended by 2358 CEOs, FDs and professionals from many of the UK’s largest companies. If a campaign is measured on exceeding all objectives, this is without doubt a winner.”
before an event, DM invitations were sent out to high priority contacts, followed by two waves of email invites. The campaign is ongoing with three events held every year. Marketing and business development director at Morse, Tim Hall, commented, “I found the event of great value and have already tweaked some of our current activities on the basis of what I learned! A very good use of time and well put together.”
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