B2B Awards 44pp Brochure:12-22 B2BM Awards 07 44pp.qxd 29/10/08 17:16 Page 32
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Category 17:
Sponsored by
Best return on investment
Winner: Brammer
Agency: Wyatt International Campaign: ‘Partners programme’
B
rammer distributes industrial
maintenance, repair and overhaul
(MRO) products. It offers over one
million products via a network of over 80
sales and service centres.
As the chosen distributor for many
manufacturers, Brammer has forged
strong relationships with many partners,
including SKF, NSK, INA FAG, Renold,
Gates, Siemens and Loctite. Brammer
staff also provide technical advice and
support with the back-up of field-based
technical support specialists who advise
on more complex problems such as
providing complete engineering
solutions when required.
Spotting the difference
In a marketplace where suppliers
are largely seen as delivering a
commodity and judged solely on
their ability to deliver the cheapest
option at the earliest opportunity,
Brammer needed to defend its price
differential. The firm sought to distance
itself from rivals that were happy
to win business on price alone and
could not match Brammer’s offer of
additional opportunities. network reconfirmed, together with its the boxes were sealed with a self-adhesive
The brand works closely with local geographical coverage, vast industry sticker. The chosen recipients were
each client to improve long-term experience and same or next-day those who were most likely to have
performance by using its specialist service capability. a role proven to relate directly to
knowledge and detailed understanding spending on MRO, or at the very least
of each client’s own business area and Varied audience to influence it directly.
operation. By working in an open and Brammer selected 15,000 regional
honest partnership with customers, the accounts already on its database and Results
company is able to deliver year-on-year spread across a variety of different The mailer met the campaign’s objectives
savings, not simply on spare parts, but also industry disciplines and, as a by explaining the ‘Partners’ concept
right across the manufacturing process, consequence, a huge variety of clearly and concisely as well as being
and so immeasurably improve any different job titles. Traditionally, accessible and engaging.
partnership client’s bottom line. these accounts spend sporadically and The timescale for printing, lasering,
spread their orders between any number fulfilment and delivery of all mailers
Building awareness of competing suppliers. They base was two weeks and the results were
The market seemed largely unaware ordering decisions purely on the very successful. Although the timescale
of Brammer’s partnership principles perception of getting more for their for the ‘Partners programme’ was
so the campaign was designed to money and judge on price alone. later reduced by half, it still achieved
inform the relevant audience of its The ‘Partners programme’ was set its stated objective for specified
opportunity to engender loyalty, up to reward annual spend with a 10 per incremental spend within the new
increase spend and reactivate dormant cent loyalty bonus. Following a six-month timescale. The response rate was well
customers across its regional accounts. period, Brammer customers would receive above average, in some audience
Brammer’s value-added service was vouchers worth 10 per cent of their total segments significantly above that
broken down into three distinct, but linked spend which could be used against future expected and the ROI was extremely high.
categories based on its abilities to reduce similar transactions. Jeremy Salisbury, head of marketing at
total acquisition costs, improve production Direct marketing and telemarketing Brammer, says, “Wyatt ensured an excellent
output and efficiency, and reduce working launched the programme. An A5 box with return on investment, enabling us to fulfil
capital. Accounts were reacquainted with the an inner plinth carried the A7 booklet. our objectives and at the same time stay
total package and Brammer's nationwide Printed in four colours on white silk, within the agreed marketing spend.”
B2BM AWARDS 08 – www.b2bm.biz
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