Overview

We were approached by a national playground equipment manufacturer who supplied and installed outdoor play equipment and fitness equipment.

They worked with:

  • local authorities,
  • parish councils,
  • property developers,
  • schools,
  • house builders, and
  • the leisure industry.

Existing sales and marketing included direct mail, email marketing, and social media channels.

Parish councils were an important sector who they marketed to through direct mail.

In the last 12 months response rates were not as high and, after some internal calling activity, it was determined that a large number of the Parish Councils were not responsible for playgrounds and it would be highly beneficial to identify those that were.

In addition they wanted to opt-in parish councils to email marketing campaigns which could be carried out quicker and less costly than direct mail.

Once a list of parish councils responsible for playgrounds had been identified the client had planned at a later date to carry out a lead generation campaign.

Our approach

After establishing what the client’s typical order value was and that the client’s database consisted of 9,000 contacts, of which 7,000 could be contacted by telephone, we recommended a single public sector telemarketing campaign which incorporated lead generation.

Our approach would provide our client with…

  • sales opportunities, and
  • a refined database containing vital information for future marketing activity

…as well as increasing their email subscriber base.

It would also provide a significant cost saving from having a separate lead generation campaign.

Results

New email subscribers

2,000

Number of parish councils confirmed as being responsible for playgrounds

1,300

Sales leads generate

287

Conclusion

Our approach secured a significant number of leads and identified future opportunities.

The client told us this had been the most successful marketing campaign they had ever carried out and have since commissioned more campaigns in different sectors.

Get in touch

We’d appreciate the opportunity to find out more about you, your company, your products and services, and the companies, schools, or public sector organisations you sell to.

Please call us on 0330 010 8300 or click here to email us.

Find out more about our B2B email marketing and telemarketing services

To speak to an account manager, please call on 0330 010 8300, click here to email us, or fill in the form below and we’ll get back in touch with you as soon as possible.