PROVE THE EFFECT OF MAINSTREAM ADVERTISING AS A RECRUITMENT TOOL FOR EUROPE'S LARGEST CONCIERGE COMPANY
NO MAYBES
We're all maybes, and very few say yes. Time famine makes us all wish for a life management service - there just isn't the time to find one, and understand that the benefits really do justify the cost.
INCITEMENT The emotional hard sell was easy - make business people really think how much their work/life balance was out of whack, and realise just how much a lifestyle company could help them to re-balance. This would make the monthly fee a no-brainer.
PROFITABLE EXPERIENCES In this instance we had to create a turning point - a moment when a profitable experience of the brand would turn a maybe to a yes. The most powerful potential turning points were the moments when the benefits of a lifestyle company would be most appreciated.. So we targeted business travellers as they travelled on business - ie when the work/life balance was most stacked in favour of business, to the detriment of life. Once we had arrested them, we told them all the things that Ten UK could be doing for them whilst they were away on business.
And we targeted British Airways Business Life magazine.
EFFECT RESULTS
A 672% return on investment. The ad recruited individual members as well as corporate memberships. And at least half of the calls or visits to the web site were made whilst the business people were travelling.
