CATEGORY 14: Best marketing campaign by a small business
SPONSORED BY
WINNER: SOH
AGENCY: QPC Creative Services
CAMPAIGN: ‘Have you listened to yourself lately?’
S
OH was founded to sell music and says,“It was the most amazing marketing
messaging phone systems to small campaign I’ve ever seen.”
businesses and hotels.
Impressive ROI
With around 600,000 of the UK’s working
Although the cost of sending out on iPod was
population working in contact centres and
high it gave the pack presence and value .SOH
major brands increasingly using the phone as a
was also happy to focus on fewer,good-quality,
customer service channel,SOH saw the
high-revenue opportunities.With just one
opportunity to move away from low-margin,
senior executive skilled in new business SOH
low-cost,high-volume services to a high-
only had the capacity to follow-up a limited
margin,high-cost,low-volume proposition.
number of prospects.
The campaign was aimed at prospects who
The budget was £15,000.As a result SOH
were familiar with the role of creativity in
hoped to acquire five customers at an average
building brands and happy to pay a price
order value of £20,000 giving a total of
premium for this.SOH’s voice artist selection,
£100,000.With an anticipated recurring
copy for messages and announcements,studio
contract lifetime of five years the lifetime value
production and music selection provides a
enabled directors to hear how bad their of the acquired customers would therefore be
creative audio environment throughout a call.
business sounded on the phone.It also gave the £500,000.The campaign did more.In one year
The campaign aimed to sell the service
campaign its title,‘Have you listened to it developed 32 sales appointments from the
proposition by contrasting it with negative
yourself lately?’ 109 companies targeted and generated a sales
preconceptions of a journey through a phone
The poor call experiences were put on an pipeline of £178,000 with an estimated
system with its ‘press one for sales’,‘calls may
iPod shuffle and contrasted with the kind of lifetime value of £890,000.
be recorded for lawful purposes’and
creative audio production SOH could provide. In the B2B arena appointments with senior
interminable music while waiting for an agency.
This was packaged and mailed to directors. directors are difficult to come by.With this
Audio image Prospects were impressed.Dick Stead,sales campaign directors actually called SOH to tell
Target prospects needed to place a high value and marketing director at Parcelforce,says, them how good the mailing is and arranged
on brand image with significant contact over “Your iPod teaser was one of the most creative meetings because of it.As Trevor Field,
the phone.Having located those prospects SOH and thought-provoking approaches I have ever marketing director at Virgin Money,says,
recorded customers’experience to identify had,”while Samantha Morgan,general “This was a really unique marketing idea and
those with most room for improvement.This manager of brand and marketing for Asda got the brand noticed.”
RUNNER UP: Asperity Employee Benefits
AGENCY: N1 Creative CAMPAIGN: ’Asperity launch’
A
sperity had an excellent in one of these magazines each month and
employee-benefits product quickly built relationships with editorial and
aimed at the UK corporate advertising contacts.
market,but no corporate or product A monthly email,‘Benefits Connection’,
name.N1’s structured branding process was sent to 1400 decision makers and a
came up with ‘Asperity Employee website launched with product information
Benefits’and ‘Reward Gateway’as names and news database.The final strand was
plus a marketing strategy to launch the DM that included the first Asperity white
product and develop the brand. paper,‘Why it’s worth making employee
The key objectives were to: discounts relevant again’which was sent to
•
Establish an authoritative,credible profile 2500 HR decision makers.
•
Generate leads to support 12 new clients Two hundred and seventy five leads
•
Get Asperity onto the pitch list of every were generated within three months and led to
major company’s HR director. Key benefits eight immediate clients.With a budget of
Asperity’s new identity gave comfort and A programme of monthly white papers was £25,000 and a small team,Asperity received
assurance and looked like it had been around devised focusing on key benefits facing HR widespread market and press credibility.Simon
forever.Its strapline,‘The leader in employee directors and two trade magazines selected as Voysey,business development director at
discounts’refers to the product’s superiority key to the market.N1 aimed to place a story Asperity,says,“This was the most dramatic
against its competition. about a new client win or product development B2B corporate launch I have ever seen.”
24
For more information on the winners, go to www.b2bm.biz/awards
Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44