How To Run A Successful B2B Sales Promotion

We were approached late in 2011 by our long term Client BlueScope Distribution, to develop a new short term sales promotion for a select group of steel customers. By the time the promotion commenced in March 2012, we were setting-up and managing seven concurrent promotions for different business units within the BlueScope Distribution group!

While we've run similar successful promotions for BlueScope previously, it's been a couple of years since the last one and we felt strongly that we needed to 'up the ante' and do things a little differently. The number of customers involved in the seven promotions also meant we needed to streamline the registration process, enabling the promotions to run efficiently.

At the core of the 2012 BlueScope promotions was the website we designed and purpose built to enable customers to register online.

To make the website customer friendly, encouraging registration and ongoing engagement, it was also optimised for both smart phones and tablets. Once registered, customers were able to log-in securely to check their progress each month.

While some customers took advantage of the 'early bird' registration prize and registered online, an intensive outbound telemarketing campaign by our Customer Interaction Centre (CIC) team saw the number of registrations more than triple, resulting in over 40% of those customers invited becoming registered. Once registered, customers had to increase their purchases by 30%, 40% or 50% over the same four month period year on year to 'earn' one of three different level prizes.

OCRM developed and managed all aspects of these promotions, with every department - client management, IT, creative, web, CIC and rewards - involved at various stages, from coming up with the initial creative concept, facilitating the monthly e-Updates, through to coordinating the purchase and distribution of the prizes to the 15% of registered customers who received a prize. And over half of these customers achieved the top level level prize - a great result!

These promotions were such a success the Client decided to run a number of similar promotions which kicked off in October 2012 and don't conclude until the end of this month.

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