Best limited budget B2B campaign - Runner up

Best limited budget B2B campaign

Runner up: Broadsystem

Agency: Eulogy

Campaign: LOST

The first stage was to profile the existing client database, creating variables against each client in terms of profitability, the extend of the services provided to them and the level of relationship in terms of an operational versus strategic input. Other data, including geographic location, top-level and departmental company details and market place were also included to enhance the analysis further.

The model produced provided a profile which gave Broadsystem an insight into the industry type, company size, location and probable key contact for the most likely prospects. This model was applied to existing prospect data was also used to direct external list purchasing. The final prospect pool amounted to 10,000 contacts.

The campaign aimed to use each area of service provided by Broadsystem to showcase its multi-channel capabilities. Thus, for example, direct mail led to SMS which led to email which led to a microsite which led to a telephone call which led to a fulfilment pack plus the chance to enter a free prize draw. Prizes included one year's subscription to Sky complete with installation, an Aston Martin Thrill experience, a family private charter, wine tasting trip for two with accommodation, a deluxe spa day, one of 50 goodie bags of Lancôme products or one of 20 Broadsystem USB memory sticks.