PRODUCT(s): Electrical & Mechanical Services

AUDIENCE(s): Building/Facilities Managers SMEs

HOW WE HELPED ELEVATE THE BRAND…

Smart Thinking: Think Nationally, Act locally, Support Centrally – local branch new business development campaigns

Advertising: trade media – display

Design: Vertical sector sales collateral

Digital PURL campaign: landing page, eshots

Direct Response: Highly targeted and personalised lead generation programme (mail/online)

Exhibitions: EcoBuild 2012, graphic support

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CHALLENGE: Surely SSE Contracting cannot provide essential electrical/mechanical building services as competitively as the local man-in-his-white-van?.

SOLUTION: Think Nationally, Act locally, Support Centrally

To reposition SSE Contracting as a provider of local electrical & mechanical services to SMEs available through a nationwide network of local depots – a cost effective alternative to ‘man in his white van’.

A suite of marketing initiatives was developed that the local depots can use in response to their individual new business needs, supported with display advertising promoting key business support services through trade journals

A core activity was a PURL lead generation direct response programme comprising personalised direct mail/email plus local depot landing page. Incentivised by a FREE prize draw and FREE ‘energy saving tips’ booklets tailored to unique sectors: offices / education / industrial.

The target audience comprised both existing customers and new prospects. All recipients received a follow-up email and a sales call. Individual response activity was tracked 24/7.

RESULTS: Campaign delivered 61 new prospect sales opportunities.

49 new cross-sell opportunities from existing customers included: three universities, three local councils and a major London museum.