RELATIONSHIP MARKETING AWARDS 1999: Best Business-to-business programme

WINNER
Client
Royal Mail
Agency
Joshua
HIGHLY COMMENDED
Client
Novartis Animal Health UK
Agency
MBS Advertising
HIGHLY COMMENDED
Client
Sovereign Finance
Agency
Kinesis Creative

WINNER

Client

Royal Mail

Agency

Joshua

HIGHLY COMMENDED

Client

Novartis Animal Health UK

Agency

MBS Advertising

HIGHLY COMMENDED

Client

Sovereign Finance

Agency

Kinesis Creative



WINNER



There are an estimated 3.5 million small- to medium-sized enterprises

(SMEs) in the UK. Potentially important users of direct mail, they tend

to be intermittent users because of pressures on time. And they see the

Royal Mail as a large, disinterested company.



To combat this, the Royal Mail created an education programme in the

form of six jargon-free booklets, mailed monthly. ’Hot topic’ booklets

followed, and the Royal Mail also hosts workshops and stages its own SME

awards.



To date, 48,000 SMEs have been recruited. A questionnaire has also been

developed to track customer attitudes and levels of activity. This has

allowed customers to explain their needs, which with segmentation

provides more tailored communications.



Companies in the programme have increased their spending by almost 12%

on average, three times as much as non-members. Research confirms the

majority now view the Royal Mail as a credible business partner.





HIGHLY COMMENDED



Novartis developed an easy-to-use treatment, Fortekor, for canine heart

problems, to give more vets the chance to develop an interest in the

subject, and to prescribe.



Novartis sought to build its relationships with vets via an educational

incentive programme, based on scratch-card technology. A travelling

symposium was then developed, attended by 800 vets at venues throughout

the country.





HIGHLY COMMENDED



Sovereign Finance, a subsidiary of Girobank, provides finance

solutions.



It wanted to differentiate its service and create brand loyalty.



A survey suggested Sovereign took more time than competitors to

understand consumers’ needs. From this was developed the promise -

’discovering needs, devising solutions and delivering answers’. Since

the launch of a teaser campaign, turnover has doubled in some sectors.



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