CASE STUDY: Business Stream Health Check use direct mail
Provided by MMC, Business Stream
Water supplier Business Stream protects its market share by mailing customers a health-check kit for leak detection and repair.
What was the Challenge / Background of the Campaign?
Business Stream had to build its reputation quickly to protect market share against emerging competitors and to differentiate itself by providing expert advice and sustainable solutions to existing and new customers. To do that, the firm needed to give its target audience of energy managers a robust business case for large-scale investment in infrastructure and maintenance.
What was the Campaign Objective?
Business Stream wanted to create additional revenue in leak detection and repair services, network rehabilitation, and sales of water efficiency equipment, while also retaining its existing customers.
What was the Solution?
Business Stream's Health Check identified where water was being wasted and helped to justify any spend needed to carry out the repairs. It chose direct mail to target hot prospects: 29 energy or operations managers or influencers who weren't likely to be swayed by a letter. Agency Tangible devised a slick first-aid kit containing gloves, antiseptic, plasters and bandages. But this was no gimmick: it also featured relevant messages alongside the firm's branding and a leaflet outlining how a 'Health Check' could prevent money - and water - draining from customers' businesses.
What were the Results?
Some 62% of businesses have taken up the Health Check offer to date, resulting in £924,404-plus annual potential savings. In terms of additional revenue generated for Business Stream, to date customers have purchased 18 Health Checks at £395 (£7,110), generating £536,937 of revenue. The campaign has to date resulted in an impressive ROI of 1:133.
What were the Key Learnings of this Campaign?
Combining clinically accurate targeting of a time-poor and cost-aware audience with loving craftsmanship in an eye-catching direct mail pack not just grabbed energy mangers' attention, it delivered serious results and revenue for the company.