Helen Purslow

Improving the Effectiveness & Measurement of 121 Marketing

Sainsbury’s Bank had developed a highly optimised 121 Marketing Strategy delivering improved ROI & CPA year on year.  However, the future of the Bank’s strategy was based around growth and so we needed a new approach to 121 that utilised efficiency learning’s but developed & tested new growth strategies.  An in-depth review of the Sainsbury’s Bank business, competitor market place and cross-sector learning’s were all integrated into a new 121 Principles of Marketing paper which has been adopted across the marketing’s teams following ExCo approval.   These Principles were dominated by the shift away from the ever-decreasing circles of efficiency into processes to support managed growth.  The shift in strategy required a change in reporting mechanisms to enable effective tracking of performance against target demonstrating not only what had happened but also how it could be improved in the future.

Agency - Tangible

Finding value in the customer base

Cotswold Outdoor had a growing customer base but were not seeing this translate into revenue growth.  Through analysis of the customer & transactional databases, patterns of buying behaviour began to emerge.  Integrating learnings from customer research and applying insight to the analysis findings an innovative segmentation was developed.  From these segments pen portraits were developed and then customer journeys planned to ensure revenue potential was maximised.  

The innovation in thinking was rewarded with a Gold from the Data Strategy Awards.

Agency - Tomorrow Relationship Marketing

Supporting Call Centres with Marketing Strategy

Supporting the outbound call centre to deliver warm leads to the sales team.  

Using analysis of previous response data to identify key triggers to conversion, building communications strategies based on these triggers in order to establish relationships and convert at the most appropriate time.  This reduced wastage and increased conversion volumes and so delivered greater ROI.

Agency - Golley Slater Group

Full service CRM solution

Full-service CRM programme including database management, communication delivery, tracking, analysis & research support.  The programme was up and running within 6 weeks of appointment due to highly flexible database delivery.  Communications planning ensured relevant messaging for our audience and detailed analysis of online response behaviours enabled to us to drive ever-increasing response.

Agency - Tomorrow Relationship Marketing

Driving Programme Sign-up

Low sign-up to the De Vere loyalty programme was reviewed with the client and the existing database agency.  It became clear that we needed to understand more about current and potential customers to determine where the opportunities were and therefore where our efforts should lie.  A triggered communications programme was then designed to deliver stronger, clearer messaging. The overall conversion rate leapt from just 2.3% to 14%.

Agency - Tomorrow Relationship Marketing

Maximising Prospect Conversion

The Candidate Management Programme was designed to support potential recruits through the long conversion process into signing up for The Army.  A fresh approach was taken to hand-holding prospects through their decision-making process.  Analytics and insight enabled us to identify those prospects that looked most likely to convert and so justified the most effort in communication.  On-going data tracking enabled us refine and review our programme to continually achieve & over-achieve targets.

Agency - Golley Slater Group

Directing the reactivation efforts

Mandmdirect.com is the UK’s biggest online retailer and as such has a wealth of data to work with.  However, the in-house analysis team weren't reaching the right insights to drive the marketing strategy.  With some re-direction of efforts and the application of thoughtful insight to existing analysis it was possible to identify the key customer segments to support business growth targets.  These segments were enhanced with research learnings to understand the barriers to revenue growth - why they weren't spending as much as we would expect - it was then possible to predict more accurately future customer value. 

Agency - Golley Slater Direct

Growing Visitor Volumes

OJEC investment required thousands of new visitors to Cornwall at a very low cost per visit.  But it was already full in high season & gaining more volume here would not reach the cost per visit targets.  So a shift in focus to the quieter months was followed by a shift in targeting to those who were able to visit out of season.  A targeting strategy was designed to understand the key drivers to response over and above pure demographics.  Key to this was linking creative execution to targeting segment to maximise response in all areas - ensuring we reached our volume target.  This strategy was refined and reviewed over a 3 year period resulting in commendations from the DMA. 

Agency - Golley Slater Direct