The power of integrating “old school” communication with the latest technologies
Overview: Whist T&L offer sugar in countless formats, they are always looking for the latest innovations to extend their offering and grow themselves as category leaders. Part of this ambition is the creation of beverage syrups for the out-of-home foodservice market.
Brief: T&L wanted a compelling lead generation and conversion campaign that targeted key decision-makers with a powerful message. The campaign needed to target key decision makers, including food and beverage buyers and procurement directors at the largest UK coffee chains, quick service restaurants and European coffee roasters.
Approach: Where has the element of surprise and creativity gone in today’s B2B landscape? So many suppliers approach with lazy, uninspiring and formulaic mechanics that simply end up in the bin. I was determined to create an approach that would surprise, delight, break our target’s consciousness and ultimately drive behaviour change. The campaign integrated “old school” techniques, new technologies and social media to great effect.
What do you open first when you get the post? Bank statement? Invoice? Trade press publication? Or a handwritten, stamped addressed envelope? That was the first touchpoint. A handwritten, signed, stamped and addressed letter from the relevant T&L salesperson, detailing that something exciting will be arriving in a couple of days and that we would love them to take a look.
As a follow-up to the letter, a brown box of products was never going to cut it. So, we sent each target a high-value, premium T&L branded box, which included mini samples, a bespoke brochure, a business card, but most importantly, an auto-play high-definition animated video that revealed the key benefits of the T&L beverage syrup range in an engaging and compelling way. This impactful method enabled us to deliver the key messages in an easy to digest video format, as well as provide samples for an all-important taste trial.
The video box was then followed by another handwritten letter before the sales team telephoned the lead, fed it into their CRM system and continued the lead conversion process.
Once all boxes had been delivered, we then repurposed the video content, cutting it into bitesize pieces and seeding it in highly targeted and sponsored LinkedIn ads that sat on the target’s feed, and extended to their colleagues. The integrated multi-channel campaign surrounded the targets across multiple touchpoints and only with relevant messaging.
