B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:16 Page 27
Category 14:
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Best limited budget campaign
Winner: GlobalExpense
Agency: Kelso Consulting Campaign: ‘Expenses benchmark report’
G
lobalExpense provides employee the Daily Telegraph, The Guardian,
expense management services and Radio 4, Virgin Radio, Evening Standard,
had accumulated data on over City A.M., London Lite, Finance Week,
4.8 million expense claims from employees Accountancy Age, Director magazine and
at over 150 organisations. The campaign CFO Europe. Coverage also appeared in
aimed to turn the unused information into business travel and environmental titles.
an intellectual report that would act as a The print and broadcast coverage
benchmark for employee expenses and generated around 22 million opportunities
position GlobalExpense as the leading with online traffic on top of this. Requests
commentator on this topic. for copies were received from over 50
The report would also provide new and prospects after initial media coverage. Kelso Consulting kept costs low
valuable information on the carbon by using freelancers with low overheads.
footprint of employee expenses and so How low can you go? Print costs were kept to a minimum
enhance the authority of GlobalExpense The net cost of the campaign included: by producing the report as an electronic
and Carbon Statement, its consultancy • Kelso Consulting: £1000 for writing PDF, which could be emailed to targets
partner on carbon emissions analysis. report, with PR and project management and on request. The abridged print
The target was financial directors of costs met from within monthly retainer version was reserved for strong
large and medium-sized organisations, but (£16,800 for the period of the campaign) prospects and clients.
the campaign also targeted other • Data analysis: ASQ Analytics: £3058 David Vine, CEO of GlobalExpense,
members of staff involved in expenses • Carbon emission calculations provided says, “In our market if you are the
management such as HR directors, free in return for Carbon Statement’s recognised leader, you automatically get
financial controllers and procurement accreditation in report invited to tender. Kelso Consulting has
professionals, plus chartered accountants • Kenward Designs: £1500 always been firm that to be perceived as the
in large practices. • Printing: £1300 market leader we need to act like the
The report made use of the large market leader. Publishing a ground-
Media amounts of data recorded about past breaking analysis using the data we
The main target media was national and claims, which was freely available and held in our system has enabled us to
commuters’ newspapers, plus accountancy, currently providing no value to cost-effectively establish a thought-
HR and payroll management titles. Initial GlobalExpense. The carbon emission leadership position. The report makes
PR activity was successful, generating calculations were achieved at no cost by a huge impression with clients and
36 items of coverage. Twenty items in the including a section by specialists Carbon prospects when we give it to them –
main target media included two pieces in Statement within the report. accountants love this sort of data.”
Runner up: SLG Marketing
Campaign: ‘Gingerbread men’
S
LG was repositioning itself as a figures representing four groups that make
specialist marketing agency for up the decision-making unit in the
the construction sector. Building specification process: architects,
product manufacturers that could contractors, education authorities and
benefit from SLG’s initiative were headteachers. Gold targets received the
targeted in a campaign with a budget mailer and a real gingerbread man, silver
of only £3800. targets received the mailer only. Direct mail
The Government’s ‘Building schools was followed by telephone contact.
for the future’ capital building programme The agency used only its own internal assess its success, and identify any current
had a considerable budget for the new resources, apart from the creation of the opportunities. The responses demonstrated
build and refurbishment work planned gingerbread man. the mailer had achieved its objective
for the UK’s educational infrastructure, of marking out SLG as a genuine
so SLG decided to use this to convey Results construction industry marketing
its new positioning by alerting potential The campaign aimed to generate new specialist. It raised awareness of
clients to the opportunity. business with the potential to generate a SLG’s specialist knowledge about
It targeted building product gross profit of £200,000 and achieved a the construction industry so that
manufacturers that would want to win work budgeted spend of £230,000. Three new when speculative prospects/pitch
from the project. Prospects were divided clients were gained each with a turnover in opportunities arise the agency will
into gold and silver targets according to excess of £100 million with marketing automatically be considered. It also
individual turnover, marketing budget and budgets typically above £250,000. created the effect of increasing
geographical proximity to SLG. The Calls were made to each of the top 100 recognition of SLG and creating a
creative comprised of gingerbread men targets to gather feedback on the mailer, positive reaction to the agency.
B2BM AWARDS 08 – www.b2bm.biz
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