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Mainstream Marketing UK Ltd generated Kemcare Ltd as a lead directly from their website and a Senior Client Manager immediately telephoned them to establish contact and to take a more detailed brief, including an initial chat to discover which route(s) to market might be applicable in this instance.
KemCare were launching a new powder superplasticiser (Brand name - RheoActiv) for use by manufacturers involved with cementitious products in the construction market. It involved a new technology and was trying to position itself in a very competitive and established market.
After the usual exchange of credentials, an official brief was produced with the objectives:
Identify & contact the Technical Decision Maker
Explain the product & its benefits
Discover whether the prospect currently used this technology
Confirm whether the prospect wanted to receive an evaluation sample
To obtain other Market Intelligence
Whether there was interest in an appointment with a representative
Using all the experience that 10 years within the industry sector brings and relying on a background of a multi-national full-service agency environment, Mainstream Marketing put together a mixed media campaign proposal of Telemarketing and emails that encouraged interaction between Client and Prospect thereby fulfilling all the objectives criteria.
Mainstream Marketing also recommended additional solutions and strategies that would help optimise the final result and ensured that the quote was competitive, cost-effective and fully itemised.
The concept was approved by KemCare and a “Test Market” campaign sanctioned. Mainstream Marketing had been appointed within a two-week period of first obtaining the lead.
The Test campaign ran over a two month period and delivered a response rate of more than 20%, far exceeding client expectations.
Based upon the success of the test, a roll-out campaign was approved in order to cover the entire UK market sector for this product.