Background
The United Kingdom sales team needed a flow of of new business leads. An integrated campaign was conceived that would target architects, specifiers and building managers in the key vertical sectors, using a blend of PR and Direct Marketing.
PR
A long-term strategic programme to build the Besam brand in the UK and also deliver sales leads through placement of product stories in specific publications.
Direct Marketing
Market sector focused mailings with incentive schemes, plus product card programme by horizontal and vertical sectors.
Exhibitions
Exhibitions planning and support marketing pre and post shows, achieving an average 3x ROI over subsequent 12 month sales cycle periods.
Programme included re-branding and total makeover of presentation materials and stand including an interchangeable display for small regional shows and larger national events.
Results
An uplift of over 2000 sales enquiries in each year, leading to average 1.5x direct attributable ROI.
