|
|
 |
SECURICOR
BUSINESS MARKETING
IDENTITY / DIRECT MAIL / TELEMARKETING |
 |
1
2
3
4
|
CREATE A NEW CHANNEL TO MARKET
NO MAYBES
Securicor wanted to establish convenience stores as a new channel for their cash dispensing technology. Owner/operators of convenience stores are completely business-focussed. Anything that can improve their razor-thin margins and generate a profit will turn
them from a MAYBE to a YES.
INCITEMENT
There was a powerful story to incite them; the emotional reassurance of Securicor's values (security and trustworthiness) to customers; and the rational financial benefits for convenience store owners - increased footfall and a potential new revenue stream
with no investment required.
PROFITABLE EXPERIENCES
Convenience store owners must be one of the most sold to audiences. To create a profitable experience, the direct marketing and on-going telesales campaign had to get under their radar.
Most business-to-business marketing to the trade came from brands, and was wrapped in the language of brands, promising big sales. The marketing for Securicor turned this model on its head. It demonstrated empathy with store owners by offering a value-added service for their customers, which increased the perceptions of convenience and trust, generating incremental income without any investment.
EFFECT RESULTS
The response rate to the outbound mailer was 17.3%, and 70% of these responded to the response mailer. Sales targets were exceeded by 370% and a total of 924 units were installed.
|
|
|
