6 CATEGORY 3: Best use of email
Sponsored by
WINNER:Sodexo Prestige AGENCY:CYANCE CAMPAIGN:‘THE OPEN GOLF CHAMPIONSHIP CHALLENGE’
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odexo Prestige is the UK's leading specialist event caterer and provider of corporate hospitality packages. It provides catering and event logistics services at prestigious events such as the RHS Chelsea Flower Show, golf's Open Championship and Royal Ascot. The economic climate has meant that providers of corporate hospitality have seen a huge decline in sales. Coupled with the hiatus around Tiger Woods, the world's leading golfer and key sales tool for such an event, Sodexo has had to work harder and smarter to find new markets for its products. The approach taken with ‘The open golf championship challenge’ campaign was different to any other that Sodexo had undertaken in the past. Sodexo had previously tried email acquisition campaigns, renting data from other data owners but with disappointing results. This meant there was reluctance on the part of Sodexo to replicate past failures. As such, Cyance needed to use a much more intelligent data-centric route, and ensure that it was a multi-channel programme, instead of a simplistic ‘spray and pray’ email programme.
The main objectives of the campaign were to drive website traffic to build awareness; increase the Sodexo prospect database for ongoing relationships; prove positive ROI and develop a new hospitality market. The campaign targeted key decision
makers and segmented according to role, industry and locality.
Initially a series of emails were sent to the six data cells, all with tailored tone and copy relevant to that cell. Each email sent used four subject lines (A/B/C/D split test) to ensure the best performing was seen by the majority of recipients.
Data, such as company name, local airport and first/surname, were used throughout the email to deliver more personalised communications. This was also carried through to the direct mail. The prospect journey had been mapped to deliver different relevant follow-up email messages, based on the click-activity data (opens, clicks) of the recipient. The campaign ran through February–April 2010, and a final email was sent, timed to arrive the day after the conclusion of The Masters 2010 golf tournament in April.
In parallel, this click-activity was sent in real time to the outbound telemarketing team, who then targeted the recipients that had opened and clicked on the emails, allowing them to follow up. This allowed them to target their opening conversations based on the pages the recipient had been reading. A clear briefing to telesales ensured
that this was done using the right tone of voice and not in a ‘big brother’ way. The final direct mail budget did not allow for marketing material to be sent to everyone, so respondents were selected who had shown the highest level of engagement, without making a purchase. The timescales were tight for this campaign. From initial sign-off (January 26 2010) to first email wave (February 19) was just three weeks. The email waves continued through March and April 2010, with the direct mail dropping in mid April. Head of online at Sodexo Prestige, Andrew Nicholson, commented, “It goes to show that intelligent data usage can still work for online acquisition campaigns in B2B. This campaign really showcases the value of intelligent data selection, and how using data at every stage of the sales journey can reap significant returns. As such, we believe this approach should be heralded.”
RUNNER UP:Eccelsiastical AGENCY:GRAVITY CAMPAIGN:‘CARE AND CHARITY ONLINE’
ccelsiastical’s ‘Care and charity online’ is a niche insurance solution for brokers. The online solution takes just seven minutes to get a full a quote and brokers can buy the policy there and then online with documentation immediately available. While ‘quote and buy’ insurance products are not unique, they tend to be for a standard product. For a niche product such as care home and charitable organisation insurance, a campaign was needed to ensure product development investment paid off. A major part of the campaign was to target Eccelsiastical’s existing brokers so direct marketing made a lot of sense. As the campaign was promoting an online service, email seemed the obvious choice. With a target audience of just over 5000, this was not a volume campaign, so a media-rich solution was used.
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The solution was to use artist-painted hands with the end line ‘You’re in good hands’ and by 2009 brand awareness rose from six to 30 per cent, with a 28 per cent increase in sales. The painted hand creative was further developed to create a distinctive new set of visuals for the online product that still sat within the brand language. To convey the online speed of its ‘quote and buy’ process, Gravity created ‘The Sprinters’ – two pairs of fingers – one for charity, one for care, that were actually the left and right hand of the hand model. ‘The Sprinters’ featured in a quirky video in the style of ‘Chariots of Fire’ that was created with software company Vismail. The software enabled graphics and embedded videos to get past recipients’ firewalls – so the video played as soon as the email was opened. Both the film and
B2B Marketing Awards 2010 -
www.b2bmarketingawards.co.uk
Vismail’s technology had a major impact on click-through rate. Ecclesiastical brokers and non- customers were targeted in the fully integrated campaign, which included press advertising, online advertising, DM, live events and inhouse roadshows. The campaign launched in April 2010 and will run until the end of 2010, but results are already well ahead of tough targets.
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