• 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

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    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

  • ‘Don’t let others lock you into today's technology’. A multi-channel programme comprising trade press; volume multi-fold direct mail piece; campaign microsite, and trade giveaways.

  • Campaign results: 600 mailers were dispatched ~ 2% response from direct mail ~ 12% increase in web visitor traffic to microsite.

  • ‘What can you do in 30 minutes?...Save 20% on your next energy bill’.

  • A dimensional two-part mailer and follow-up sales call.

  • Campaign results: 400 mailers were dispatched ~ 77% of recipients accepted follow-up call ~ 31 sales meetings were arranged.