CATEGORY 6: Best use of data
SPONSORED BY
WINNER: Invitrogen
AGENCY: EMarket2 CAMPAIGN: ‘iProfile’
nvitrogen supplies products to every relationship,from one of interruption
I
major laboratory worldwide.It has marketing to that of permission marketing.
a $1.3 billion turnover,over 4800 The ‘iProfile’campaign used opt-in vehicles to
employees,a portfolio of over 25,000 generate leads and invited research customers
The second phase was reinforced with
products and operates in more than 50 to specify what interested them.The campaign
telemarketing in five languages to help identify
countries.It needed to communicate on a encouraged customers and prospects to:
one-to-one basis with the 400,000 scientists
•
additional qualified contacts and email
Specify their areas of research interest
within life science organisations and
•
addresses within the target market.In addition,
Confirm their preferred method of
sales and technical support staff were offered
protected from usual communications. communication (e.g.email,phone,web)
ves to collect iProfile information.
The main goals were:
•
incenti
Provide the names of colleagues
•
Finally,an exhibition web kiosk was developed
To understand what Invitrogen’s customers
•
State whether they need immediate help
to collect data at events across EMEA.
and prospects use to provide them with relevant In return Invitrogen promised only to provide
The response was astounding.A database
and accurate scientific support. ‘information you want,the way you want it’in
•
was constructed of contacts who opted in to
To find new contacts order to establish a long-term,two-way dialogue.
•
receive information.Data on 104,000 contacts
To develop a one-to-one opt-in relationship
•
Data collection (67 per cent) was cleaned and enhanced while
To have collected an iProfile for 75 per cent
The EMEA iProfile programme involved the 6262 new decision-making contacts referred
of contacts on the cleansed database.
•
processing of over 150,000 contact records by their colleagues were added.A total of 29
To increase the number of emails which are
on the company’s database.Information was per cent updated their iProfile themselves.
opened,read and pursued.
•
collected from email,surface mail,web, Using iProfile increased the number of
To generate 350 primary leads
•
telemarketing,sales reps and exhibitions. emails opened by 15 per cent while recipients
To increase purchase of products online
A systematic email marketing programme moving onto the website increased from three
It needed to be flexible to adapt to local
encouraged customers and prospects to per cent to five per cent.It generated 3571
cultural and data privacy issues.Invitrogen
complete a profile of themselves online, sales leads of which 2427 were classified as
wanted to use findings to build stronger
providing information about their interests.A primary leads.The response was impressive
relationships with customers and help
lead generation question was also asked on given that it was not actively pushing product
position them as market leaders.
the form.Respondents could answer either offers or promotions.
Specialists in the field ‘yes’or ‘no’and choose from a list of 25 key It is now rolling out the same programme
Scientists and researchers are experts often product areas.To maximise responses,three in the US and Canada.Through iProfile,
working under pressure and with specialist emails were sent;each mailing was only Invitrogen can easily segment lists and now
requirements.Agency eMarket2 proposed a dispatched to those who did not respond to has a platform for building a regular and
strategy which would change the marketing earlier emails. personalised dialogue with contacts.
RUNNER UP: Tees Valley Regeneration
and Northumbrian Water
AGENCY: Rocket Science CAMPAIGN: ‘Inward Investment’
he role of Tees Valley Regeneration
business determined by bill size.The profile was Catherine Gordon,marketing manager of TVR,
T
(TVR) is to attract investment into
overlaid on areas identified as having problems says,“One relocation can be worth millions of
the Tees Valley.It had traditionally
due to low water levels or new legislation.This pound,so it’s great the campaign generated
relied on press advertising to create leads,using
created a database of 15,000 high water users nearly ten times the response and from
messages such as the good standard of living in
with a likelihood of water supply problems.
companies of the right size,in the right kind of
the area.However,this competed with similar
Further classification resulted in a core of
industry and with the potential to relocate.”
messages from other regeneration bodies.
2000 companies.
TVR needed to identify a unique selling
Waterwork issues
proposition and target specific companies
Once named contacts were identified,a tailored
whose business would be more profitable if they
letter and brochure with information on water
moved to the Tees Valley.The USP identified
issues and benefits of moving to the region was
was its abundant and sustainable water supply sent.As a result,TVR received responses from
and waste water infrastructure. 13 companies with an interest in relocating.
Working with local water utility Previous campaigns had attracted one or
Northumbrian Water and using its business two responses.With a similar budget –
database,Rocket Science built a profile of high £24,000 – the campaign dramatically
water users incorporating size and types of improved the quality and quantity of responses.
14
For more information on the winners, go to www.b2bm.biz/awards
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