Invensys (Satchwell Controls)
PRODUCT(s): BEMS and HVAC Controls
AUDIENCE(s): Building Service Electrical Engineers / Facility Managers
HOW WE HELPED GROW THE BUSINESS…
Smart Thinking: Campaign theme: ‘ The wise rest assured in the knowledge – all’s well that’s Satchwell’.
Lead generation into niche market sectors using integrated product launch campaigns
Advertising: Trade & technical press
Direct Marketing: Vertical sector programmes and HVAC Consultants
Digital: Campaign microsites & online ads
Media Planning & Buying: Trade, national & international press, online
CHALLENGE: Building Energy Management Systems (BEMS), the precursor to smart building controls.
To reposition Satchwell Controls as a total solutions provider of medium to large-scale building energy management control systems; supported by a comprehensive range of technology-driven HVAC controls; and unlike the competition that sub-contract, a dedicated support team of service engineers.
SOLUTION: The wise rest assured in the knowledge – all’s well that’s Satchwell!
The development of an aggressive brand trade advertising campaign across key trade titles, using a mixture of front covers and single page and double page spreads; direct response campaigns for key vertical markets; new product launches and support collateral.
All respondents were directed to dedicated campaign microsites
Campaign 1: ‘Don’t let others lock you into today’s technology’
Audience: HVAC consultants and other key specifiers
Elements: A multi-channel programme comprising brand advertising in trade press; volume multi-fold direct mail piece; campaign microsite, and trade giveaways.
Campaign 2: ‘What can you do in 30 minutes?…Save 20% on your next energy bill’
Audience: Hospital estate managers and facility managers
Elements: A dimensional two-part mailer and follow-up sales call
RESULTS: Reaching key Specifiers can be difficult but we’ve proved, not impossible.
Impact of ad campaign made Satchwell Controls a talking point again, for the right reasons.
An increase in the number of tenders
Campaign 1: 600 mailers were dispatched
2% response from direct mail
12% increase in web visitor traffic to microsite
Campaign 2: 400 mailers were dispatched
77% of recipients accepted follow-up call
31 meetings were arranged