Appointment Setting

Appointment Setting

THE CLIENT: Insurance Company

THE CAMPAIGN CHALLENGE: The client helps to identify and prioritise the risks businesses face, then arranges the essential protections and continues to support and offer advice afterwards. They are able to provide a package of protections across the whole spectrum of insurance and financial services.

The client’s brand is not necessarily well-recognised so Base Connections was tasked with generating a higher level of awareness of the client’s name and services within a specialised sector.

The client wanted to generate genuine business opportunities in addition to raising brand awareness.

THE STRATEGY & EXECUTION: Base Connections devised an integrated marketing approach, consisting of direct mail and telemarketing to reach the client’s specialised sector. The campaign focused on the renewal dates of decision makers within private and limited companies with a turnover of between £1 and £10 million.

The project covered the following three stages:

1 List Clean

Base Connections was initially supplied with a database of contacts to carry out a list clean. This was to ascertain whether the decision maker contact name and number were correct, as well as obtaining relevant renewal dates and year end dates where possible.

2 High Impact Mailing

Base Connections created a high impact, eye catching direct mailing piece to ensure standout amongst other insurance companies whilst offering breadth of cover. This was accompanied with a letter introducing the client in full, enhancing the brand and including information specific to the targeted sector.

The mailing piece was sent out 4 weeks prior to the renewal dates.

3 Telemarketing

Base Connections was then able to carry out follow-up calls to the recipients of the mailing piece 2 weeks prior to the renewal dates.

THE RESULT: This integrated campaign is ongoing as the mailing and telemarketing activities continue to be carried out on a monthly basis. To date, however, the client is pleased with the response and has decided to extend the campaign to run to the end of 2007.