IAS leads the way
26 February 2008
Combining press and mailshots with a follow-up email delivered great results for Scafftag with 1200 new business leads generated and enquiries from unexpected areas such as local authorities.
James Baylis, marketing manager at Scafftag explains how the campaign was planned and the results achieved:
We are best known for products that help companies to manage the status and safety of their equipment. New ownership and an internal review gave us an opportunity to relaunch Scafftag with a campaign that showed our expertise in equipment safety along with our ability to enhance business performance as a whole.
We wanted to stress how we add value by consulting with clients about how they manage their equipment.
Our target audience
Our agency IAS worked with us throughout the process. We aimed to target four major market segments – construction, chemicals/oil/gas, utilities and manufacturing. For the mailer, we used our own database of 14,000 customers and active prospects, and shared data with our new owner, The Brady Group. We chose relevant industry trade press to advertise in. All the mailers and press adverts offered recipients a free Scafftag Equip Performance Pack containing fact sheets, posters, and an inspection pocket memo. This worked as an incentive for recipients to respond and also reinforced our expertise.
The timing
As there were so many marketing activities, we needed to get the timings in order. We ran 20 press ads between March and September 2007. This helped keep our profile raised and complemented the mailing activity. During April and May 2007, we sent mailers and follow-up emails to 15,000 companies, using generic content or more tailored versions targeted at specific industry segments. We timed the mailer to coincide with the Health and Safety Expo at the NEC. We used the balance of 5,000 mailers at trade shows and on visits. The mailers contained a prepaid reply card, website and email details to make it easy for clients to respond.
The results
In total, we had 1,200 requests for our Equip Performance pack. Our stronghold construction market featured heavily, but we’ve had a good response from unexpected areas, including local authorities and NHS estates. The pack invited companies to request a Scafftag Equip Expert Assessment. Our leads are at different stages, but most have been converted into an assessment. It’s difficult to put a value on new business, but let’s just say we’re hitting records month on month.
Nikki Poyser / Sarah Muckle
Tel: 01625 578578
Email:
nicola.poyser@iasb2b.com
/
sarah.muckle@iasb2b.com