CATEGORY 11: Best customer acquisition campaign
WINNER: Barclays Local Business
AGENCY: EHS Brann CAMPAIGN: ‘Recruitment campaign, 2007’
arclays Local Business already had a per cent partnerships. The creative emphasised that a business
B
customer base of 750,000 and was The target audience could be divided into relationship is just like any other relationship
confident about the quality of its two:those just starting a business and needing and used images more usually connected
banking service,but wanted to draw the a new business account,and those who with personal circumstances such as lonely
attention of prospects to the support and already have a business account with a hearts ads,two-timing and Relate
relationship the bank offered small businesses, competitor but who are looking to switch.The counselling sessions.
which it believed would exceed their needs of the two groups differ.Owners of The underlying message emphasised that
expectations.Such support included a local startups are usually riding an emotional roller Barclays Local Business was all about
business manager who works solely on small coaster.They are anxious that they may miss creating the right relationships,not only with
business accounts,market leading software something critical that will jeopardise their the bank,but also with experts.
and free consultations with accountants, business success and concerned that they The principal media channel for the
solicitors and marketing specialists. might need help raising finance,creating a campaign was radio,given its ability to deliver
As Barclays was emphasising the personal business plan,marketing,accounting and to a broad audience of start-ups and switchers
aspects of its service,it was essential the legal issues. and provided flexibility.The radio campaign
campaign addressed them as real people and Owners of more established businesses was supported in regional press titles,which
avoided using corporate business language. have a business bank account elsewhere but featured a combination of editorial and
The campaign needed longevity and flexibility maybe dissatisfied with the level of service advertising.Posters and pin boards were
to work across the various channels and they receive and feel that the relationship produced for branches and the campaign was
audiences but at the same time the visual has disintegrated. described in the staff newsletter to inform and
solution needed to utilise all aspects of motivate staff.
Relationship experts
Barclays’creative and tone of voice.
The emphasis of the campaign was that Improved perceptions
Start-ups and switchers ‘Barclays brings you and business experts Research showed that the campaign improved
The campaign was aimed at the two million closer together’.Small businesses would not perceptions of local business managers,
people who already own a small business or only be offered expert banking but dedicated in particular that they take an active interest
who are thinking of starting one.For Barclays relationship managers would be able to put in customers and provide advice and support.
Local Business purposes,small businesses them in touch with business experts,include Apart from positioning Barclays Local
meant companies with a turnover of less than them in training seminars,and provide Business as the most popular bank for
£1 million,50 per cent of which are sole relevant advice drawn from a wealth of small businesses the campaign aimed to
traders,30 per cent limited companies and 20 experience and local knowledge. acquire 17,000 new start-up accounts and
5500 accounts
transferred from
competitors
during the nine
week period.
The campaign
generated 30,770
new leads from
which 17,179 new
start-up accounts
were opened,and
6050 small
business accounts
were transferred –
which came to a
total of 23,229
new customers.
For new start-
up accounts the
result was an
increase of 10 per
cent on the same
period in 2006;
for switchers the
increase was 21
per cent on the
same period
in 2006.
For more information on the winners, go to www.b2bm.biz/awards
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