We recently caught up with Editor of B2B Marketing, David Rowlands to chat about two of our award-winning campaigns from the B2B Marketing Awards 2020.
Listen to the podcast here – Inside two award-winning B2B campaigns.
During the podcast, our Head of Planning Charlie Nicholson and Group Account Director Kristina Haddrell dive deep into 2 of our campaigns that picked up 7 awards at the B2B Marketing Awards back in November 2020.
We’re not going to give too much away so you’ll have to listen to the podcast to find out all our secrets to success, but here are a few takeaways from Charlie and Kristina’s chat with David…
Kettyle Irish Foods
Kettle Irish Foods, part of the Linden Food Group, had been trying to launch the Guinness® burger range, which they were the solo licensee of, since 2017. Without the right insight on the customer market, they were unable to get their intended audience of buyers excited about the product.
Kettyle’s Managing Director turned to Really B2B and we carried out a thorough research & insight project to establish what appetite there was for the product, which involved surveying over 1,000 shoppers. Using this insight, we formulated a go-to-market plan using the concept ‘The World’s First’, tapping into the target market of buyers and how they are constantly looking for ways to expand and improve their offering.
Using a combination of email, direct mail, social media, custom landing pages, interactive infographics and all supported by telemarketing, we delivered a multi-channel campaign with clear and concise messaging based off the insight we’d gathered.
This campaign won…
- Best use of customer insight – Gold
- Best multi-channel campaign – Gold
- Best use of direct mail – Gold
- Best product launch campaign – Silver
M&S Corporate Gifts
With such a strong presence in the B2C market, M&S Corporate Gifts wanted to generate awareness of their corporate gift card offering and position themselves as the go-to partner for corporate gift cards.
Having supported M&S Corporate Gifts for several years, our most recent campaign, ‘Be Unforgettable’ was created using learnings from previous campaigns, as well as insight from our expert team, who knew the product and target market inside out.
Generally, the months leading up to Christmas is a peak time for the gifting market, so the objective of the campaign was to generate and nurture opportunities to the point of purchase, which was typically around the holidays. The M&S Corporate Gifts’ sales team could then follow up on the leads generated.
With the campaign theme, ‘Be Unforgettable’, we were able to cut through the gift card market and generate strong engagement from the channels used. The campaign results speak for themselves with a 114% increase in orders and 1,500% ROI.
This campaign won…
- Most commercially successful campaign – Gold
- Best corporate decision-maker targeted campaign – Gold
- Best lead generation or nurturing campaign – Gold
To learn more about our campaigns or speak to one of our experts about a challenge you’re currently facing, get in touch on our website, using [email protected] or on 0845 519 8517.
