Advert B2B Marketing

 Commonfield Advert B2B Marketing 


 

THE CHALLENGE | Increase Awareness and Sales Conversions

Commonfield, a UK based wardrobe and storage solution manufacturer, asked BCM Agency to devise a marketing strategy to enhance brand awareness and increase sales, specifically in the B2B sector.

THE BCM APPROACH

BCM reviewed Commonfield’s brand proposition, product range, existing marketing material and audience profiles in order to develop a strategic marketing plan to communicate with all target audiences, utilising the most effective digital and traditional channels.

THE STRATEGY

The strategic aim was to target tower blocks in and around London on the trade side of the business and to re-engage with existing dealers across the UK, as well as source new leads. A new turnover goal was set but focus was on profitability of the business.

THE SOLUTION

In order for Commonfield to enhance their brand awareness, consistency and continuity were paramount. 

BCM Agency initially refreshed their visual identity by developing a new image portfolio of all their product ranges, detailing all the key features and modern styles.  This creative design and imagery was used throughout all marketing collateral.

Being strategic doers, BCM Agency then developed an annual strategic marketing plan, ensuring target audiences received the right message at the right time through the right channel, and then delivered the tactical components.  The plan included:

  • Monthly print advertising campaign in a leading industry publication
  • A new suite of promotional flyers highlighting the product range
  • A clear digital strategy, utilising mainly email marketing to target dealers
  • Telesales campaign to increase sales conversion
  • Radio and digital recruitment drive to secure the very best talent available

All components of the plan clearly communicated the brand values of the company and communicated how Commonfield continue to lead the way in wardrobe and storage solutions.

THE RESULTS

  • Over 1,100 contacts were reached
  • Email campaigns had an open rate of 23.6%
  • 2 new orders were received within the first hour of the email campaign being distributed
  • Telesales campaign resulted in over 300 sample requests in total
  • Telesales campaign saw over 25% of customers contacted requesting a follow up action (meeting or promotional material)