PRODUCT: Electrical & Mechanical Services

AUDIENCE: Building & Facilities Managers ~ SMEs

CHALLENGE: Can a national contractor really compete with the local man in a white van?

For many SMEs, local electrical and mechanical contractors can appear the obvious choice for building services – accessible, responsive and competitively priced.

SSE Contracting needed to overcome that perception and demonstrate that its nationwide branch network could offer the same local responsiveness, backed by the resources, expertise and support of a major national organisation.

A Discovery session helped define the challenge: supporting individual depots to generate new business within their local markets, while also creating opportunities to cross-sell additional services to existing customers.

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SOLUTION: Think Nationally, Act locally, Support Centrally

We developed a local new-business platform that repositioned SSE Contracting as a cost-effective provider of electrical and mechanical services to SMEs through its nationwide network of local depots.

A suite of campaign materials enabled individual branches to respond to their own local business-development priorities, supported by trade press advertising promoting key building support services.

At the heart of the programme was a highly targeted PURL lead-generation campaign combining personalised direct mail and email with dedicated local depot landing pages.

Response was encouraged through a free prize draw and sector-specific Energy Saving Tips booklets tailored for office, education and industrial audiences.

The campaign targeted both new prospects and existing customers. Every recipient received follow-up email communication and a sales call, while individual response activity could be tracked 24/7.

OILING THE WHEELS OF SSE CONTRACTING…

Strategy: Think Nationally. Act Locally. Support Centrally. – local branch new-business development and cross-sell programme

Creative: Integrated local campaign platform supported by personalised communications and sector-specific energy-saving content

Advertising: Trade media display advertising promoting key building support services

Design: Vertical sector and sales collateral

Digital: PURL landing pages and targeted eshots

Direct Response: Highly targeted and personalised lead-generation programme – direct mail, email and follow-up sales activity

Exhibitions: Energy & Sustainability show – exhibition graphic support

RESULTS: Turning local marketing activity into measurable sales opportunities

The campaign generated 61 new prospect sales opportunities.

A further 49 cross-sell opportunities were identified among existing customers, including three universities, three local councils and a major London museum.

By combining local branch activity with central marketing support, SSE Contracting was able to create a measurable pipeline of new and expanded business opportunities.