MARKETING MATTERS

We like to share our thoughts on matters relating to the integrated marketing services we offer – including marketing strategy, corporate branding, marketing communications, website design and development, digital marketing (search engine optimisation, digital advertising, social media marketing, content marketing, email marketing and marketing automation), and non-digital marketing (advertising, direct marketing, sales promotion, event marketing, public relations and corporate incentives).

BT

by BGL Communications on June 22, 2017
BT-logo BT

BT

BT is one of the largest telecommunications companies in the world. We were appointed to deliver communication updates involving sales education to 15,000 customer-facing representatives on a quarterly basis. The challenge facing BT was simple. How do you make sure that 15,000+ staff are aware of what is going on within the company, as well as understanding which key products to focus on selling in a dynamic business model, and to provide them with information about the most important features and benefits relating to these products? BT has a cascade training system in place. What they wished to achieve was a consistent corporate message whilst still providing an environment that allowed for group discussion, local personalisation and information sharing.

We created a quarterly 20-minute video featuring clips from senior managers within the business, who talked about the primary areas of focus which were most relevant to their areas of the business at that time. The video was hosted by an up-and-coming actor, with a clearly-defined script.

All customer-facing staff attended a meeting run by one of BT’s training managers at which this video was shown. We also created a presentation, supported by trainer notes, and a suite of desktop promotional accessories featuring sales prompts which were given out to all staff. Sales training support materials were hosted on BT’s intranet, and all advisers were expected to familiarise themselves with this content. The final element was an interactive online quiz, which tested audience knowledge about content relating to that quarter’s sales focus.

 

‘First class. The entire team were brilliant – great fun and very switched on.’

Channel Training Manager
BT

READ MORE
BGL CommunicationsBT

IDT FINANCE

by BGL Communications on June 20, 2017
IDT-Finance-black-logo-300x50 IDT FINANCE

IDT FINANCE

IDT Finance is a leader in mobile phone card technology; they now wished to enter into the prepaid credit card marketplace due to a declining marketplace for phone cards. We were chosen to launch the first ever prepaid MasterCard available over-the-counter, with a £1m+ campaign budget.

We were involved in developing the branding, communication and marketing strategy to support the business plan, which initially involved recruiting thousands of independent CTN (confectioner tobacconist newsagent) retailers around the UK. We created various brand concepts during the pitching process and Prime Card was born.

We demonstrated how the features of the card provided a broad range of benefits to different target audiences. The unbanked, who desired the ability to make online transactions. Parents who wished to share money with children travelling overseas. Gifting to friends and family. Migrant workers who wished to send money home. We held focus groups with target audiences to better understand their needs.

We were responsible for the creation of the website – content, structure, navigation, copywriting, photography, graphic design and so on. We also created product packaging and retail point of sale packs; desk mats, window posters, promotional leaflets, shelf wobblers, etc. We helped to train the selling-in team.

We managed to achieve coverage within 15,000 PayPoint and ePay retailers across the UK during a three-month pre-launch campaign. Our strategy involved ongoing retail refreshment POS packs to maximise support and visibility.

Advertising activities included a targeted door drop campaign, London tube car advertising, six-sheet posters, pay-per-click advertising, regional radio, local press and PR. Fresh campaigns were launched throughout the year as additional product features were added.

The campaign was a success – purchases of Prime Card overachieved sales targets outlined in the business plan. The product launch won an industry award.

‘They were a pleasure to work with. They are reliable, delivering quality work on time; energetic and enthusiastic; and very good with people. They are problem solvers – willing to find solutions for business and marketing challenges – and excellent at managing client relationships. They combine an impressive background in marketing and communications with a commercial pragmatism, appreciating the important balance between creative thinking and a client’s commercial realities. I look forward to working with them again.’

Jamie King
Managing Director
IDT Finance

READ MORE
BGL CommunicationsIDT FINANCE

XEROX

by BGL Communications on June 6, 2017
new-xerox-logo-lead XEROX

XEROX

Xerox is a document management company providing a wide range of products and services.

We were commissioned to deliver a corporate incentive scheme to engage with their pan-European sales channel. A secondary aim was to develop a database of sales staff working within their third-party network of distributors, corporate partners and value add resellers.

All campaign materials were translated according to the decision of the local market client. Some preferred us to use our translation partners, other preferred to use their own translation teams, or to translate it themselves. Materials were printed locally to reduce delivery costs and timescales.

The programme primarily rewarded sales performance within the channel, with incentives rewarding every sale, along with quarterly domestic events and an annual group travel event. The programme also communicated about key products and these were promoted throughout the campaign. An online quiz reinforced core messages about the features and benefits of these products.

We devised a framework for the campaign that was flexible enough to be tailored to the discrete needs of each market. This was not just to ensure compliance with legal, cultural and taxational issues, but also to ensure that country managers felt a genuine sense of ownership for the programme, rather than sensing that this was just another programme imposed upon them by head office.

We communicated by individual conference calls with each market, which included the UK, the Nordics, Germany, France, Spain, and Italy. Although this took longer than group calls, it led to clearer communications and better outcomes, saving time and effort in the long run.

The campaign operated for a nine-month period and increased sales by 13%. Just as importantly, Xerox now had an up-to-date and accurate database of channel sales staff, which they were able to use to communicate directly with them about future marketing initiatives.

 

‘This was a complex project to deliver – they worked tirelessly to deliver it well.’

Marketing Manager
Xerox

READ MORE
BGL CommunicationsXEROX