Client background   /

Traditional print generating leads.

While IPC currently work with a number of large retailers their objective was simple; to increase the number of clients with a similar profile. However, their target audience was a relatively small number of facilities managers employed by large retailers. There was also a need to increase IPC’s awareness to ensure they were included on any prospective supplier list.

Services  /
  • Design
  • Marketing
  • Print
Sector  /
  • B2B

The challenge  /

While IPC currently work with a number of large retailers their objective was simple; to increase the number of clients with a similar profile. However, their target audience was a relatively small number of facilities managers employed by large retailers. There was also a need to increase IPC’s awareness to ensure they were included on any prospective supplier list.

Our idea  /

To meet this challenge we needed to communicate to the right people the range of service offered and build confidence that IPC were the best organisation to select for this type of work. We approached this with a multi-stage approach.

Stage 1 Data Collection. Armed with the ideal profile of an IPC customer we created a database of names and details that matched the brief. Through a combination of online research and phone calls we built a clean and robust database that could be used for the initial contact, as well as further communication.

Stage 2 Direct Mail. With so much email treated as spam we created something with much more cut-through – a creative Direct Mail piece. This item introduced the recipient to IPC and gave them an outline to the services offered. While there was a strong call to action its main aim was to support the next stage of the process.

Stage 3 Follow-up. Within a couple of days of the delivery of the Direct Mail piece we called each recipient. In this call we confirmed the receipt of the Direct Mail, answered initial questions and secured a meeting. Even if a meeting wasn’t secured a dialogue between IPC and the recipient in question had now begun which could then be followed up at a later date.

Stage 4 Video Case Study. With something as visual as building refurbishments a video was an obvious choice. The video would show the process from start to finish and include client testimonials to give it even further power/influence. The video could then be sent to each of the recipients and well as used on social media, IPC’s website and in face to face meetings.

Stage 5 Brochure. While very traditional there was still an important role for brochures. These could be used a leave-behinds following meetings, as well as being sent to warm leads to expand on the information in the in the initial Direct Mail piece.

The results  /

 

Alongside the testimonial from the client the campaign delivered tangible results. From the initial database of names 5.5% turned into warm leads with 2.5% agreeing to meetings with the IPC account management team. Based on the scale of an average contract, these meeting will provide a massive return on investment for IPC.