Vickers Email Strategy

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Vickers Email Strategy

Vickers Energy Management System marketing Campaign

  • Why? How? What? (Sinek’s golden circles for B2B)
  • why – At Pilot Group we believe in using technology to make the places we live and work SMART, SAFE and SUSTAINABLE
  • how – by – Vickers . Reducing energy consumption, cutting Co2 and saving money,
  • what – EMS + product upgrade
value proposition ‘save 25% guaranteed’

Research

customer segmentation
  • target customer personas/avatars
  • Internal – latest average % savings 45% & 12 million tonnes of C02
  • External market– grants available

Marketing plan – campaign ‘Take the Vickers challenge’

  • print – 8 page sales brochure updated – updated & new product images
  • website update (product page, sliding banner, case study, testimonials)
  • website landing page – take the Vickers challenge & savings calculator
  • On-page SEO & paid & affiliate – missing
  • Better & bigger email contacts lists (Barbour ABI, last 24 mths sales, bought list targeting decision- makers,
  • Emails x 3  – brand building (case study C&P saved £27k / 52%, more happy customers (testimonials), save 25% on your fuel bills guaranteed)
  • SMM linked In – testimonials every 3 days animated quotes & advertising boosts £
  • Video
  • PR – trade press eg: EiBI (mostly print & bit digital)– 1. unbranded extended EMS article, 1 Vickers EMS upgrade article
  • Event – Garden centre association
  • New design for customer presentation
  •  New design for Sales proposal
  • Sales team training document
  • Updated data sheet

Results

ecomms open & click through rates 12.2 & 8.8% up from <1%. 1200 clicks through to website (C400 pcm so 3 months traffic in 3 days!)

Customer quotes £60k one job

Prospects list of 1600 into Salesforce for desk based sales to follow up by calling

Improvements – pre-empt customer objections – landing page add the finance options – it costs less than you save

  • Client: Lead funnel
  • Location: Vickers Energy Challenge
  • Date: October 28, 2019
  • Category: ,
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