We started by framing the issues for the SME market with a briefing session with the UK marketing team and channel sales lead. Key research had already been undertaken and we designed a campaign strategy and creative from this. We identified that a multi-pronged approach would create greatest awareness – direct to SME financial directors targeted by verticals, supported with a channel campaign to the ‘introducer’ market – accountants and the private equity market.
We devised a direct campaign strategy to end-users segmented by industry vertical – comprising direct mail, email follow up, telemarketing, personalised landing pages and a value added content piece.
The front line sales teams have reported a significant increase in the awareness and recognition of their ABL offering to these key audiences in the channel.
The campaign ran for 12 months.