Blog

13/10/2016

Wimbledon Campaign

Having produced marketing materials for our clients for over 25 years to help them promote their business, it raised the question… Why aren’t we doing this more for ourselves?

Our intention, to reach out to new clients and to learn what works with our targeted audience, lead us down a path of producing a marketing piece that would capture more than just what we do but who we are as a company. We wanted to get across our personality with our campaign. And so our Wimbledon box was born! We wanted to try something different from the standard things we normally produce and we really wanted the people who received the box to have a real reaction when they open it. Of course, you can’t really go wrong with chocolate….but even better if it jumps up at you and flies across the office so that everyone wants a bit too!

But behind the fun of the Wimbledon Box our main goal was to really get to grips with how marketing could benefit us. As with any source of marketing we want to build new relationships, grow our sales revenue and look to increase the awareness to our target audience, so we spent a lot of time analysing who we wanted to send the box to.Who’s our ‘ideal customer?’ That really helped us focus our thoughts as to why we were sending the boxes to that particular person and fine tuned our target list to help meet that criteria.

Two hundred new business contacts were sent our box and we learned some valuable lessons as to why we will continue to market ourselves:

1) It’s helping us build a powerful brand

We’ve been servicing London and beyond for a long time and there is always someone new who could benefit from our expertise. Our marketing campaign is helping us to separate ourselves from our competitors. It’s helped us get across our business style, reputation and our culture… and its allowed us to have some fun with our product!

2) It’s increased awareness

It’s most definitely helped us plant awareness in the minds of our targeted audience. It became clear to us that driving awareness is just as important to driving sales. Many of those we spoke to are now aware of who we are, what we can offer and exactly where they can find us.

3) Data is King

Before embarking on the campaign, we made a considerable effort as a sales force to utilise our CRM system to ensure the data we are inputting will continue to be valuable to us and to help us really push our sales revenue. Generating new leads for this campaign took time and consideration as to whether they are the kind of businesses we wish to contact. Once we’d made that decision, inputing them into our CRM database was done meticulously to ensure all the information was correct and then maintained throughout the campaign. This is something we have continued to do as we manage our follow ups as a sales force, documenting all the positive responses and getting in touch at the right times.

4) Negative Feedback isn’t always a bad thing…

We had very little negative feedback but from personal experience, negative feedback wasn’t actually a bad thing! I received a negative response from a follow up and it gave me a great opportunity to find out why it wasn’t well received and to really show that person what else we can do as a company. My first instinct was shock…how could this person not like it (I’m biased and LOVED the Wimbledon box)!?!? But in reality, all feedback is great. It’s given us real depth to our responses and a better understanding that marketing isn’t always going to tick everyone’s boxes but if we can, we’ll take that opportunity to really show you what we can produce and hope to change your mind. This moment was a great example of that and luckily, we changed that person’s mind.

Some nitty gritty figures:

– 99% of our feedback was extremely positive. It was great to hear from the people we targeted that it was great to receive something a bit out of the ordinary from a new supplier & most of these people were happy to stay in touch with us.

– From our campaign we’ve produced 35 quotes, and 11 jobs totalling £7,000. Before we started the campaign, our target was £5000, so it’s great to see that we’ve exceeded that and that we still have jobs coming in thanks to the Wimbledon box.

Our core lesson learnt:

As a brand, we have the ability to really stand out to our prospect market as long as we continue to maintain it. It’s been a great lesson for our team to see how Fontain can really spark true interest but its definitely something we have to continue working on to keep our brand out there.

With that said, keep an eye out for our new marketing piece…

*If you’d like to receive our next marketing piece in the new year or would like a brochure please email [email protected]