Death of the Skip, Hippowaste

The Hippobag is an exceptionally strong bag that can hold large amounts of waste and is ideal for both domestic and construction projects. Once full the bag and its contents are collected, taken away and disposed of in a responsible manner via the Hippowaste collection service.

The Brief

Hippowaste wanted to grow existing clients, leverage existing contacts within companies and cross-sell their services to other parts of these businesses. Success would be benchmarked by securing sales meetings and - ultimately - increased sales.

The Solution

Hippowaste had a limited budget to fulfil this campaign and rather than targeting all contacts in one hit, Remarkable suggested a more creative approach. It was decided to break down the contacts by company and target one company at a time so that resources and follow-up calls would be more effectively managed to get the best results.

Remarkable devised the following communications programme to target these decision makers:

Pre-qualify all named contacts, to reduce any time and costs wasted by using outdated information

Three pronged attack to all contacts using a slightly controversial campaign theme entitled ‘The Death of the Skip'. The three prongs consisted of:

• A 'teaser' eshot sent to all contacts and linked to a four page microsite - Case studies devised for the microsite highlighted how the company was already working with Hippowaste in some areas
• Personalised direct mail piece (with both the company logo and individuals name) timed to land on desks on the same day as the eshot landed in their inbox
• Follow-up telephone marketing to secure meetings

Results

Eshot statistics were closely monitored. Those who opened the eshot and clicked through to the website became primary targets for follow-up calls.

Monitoring out of office replies from the eshot allowed telemarketing calls to be scheduled when contacts were available, and in quite a few cases additional contact names were captured.

• The eshot was opened by 35% of recipients. Of these, 60% clicked through to the campaign website. Only one recipient unsubscribed
• Follow up calls - anecdotal evidence suggested that the majority of individuals called could easily recall the eshot and direct mail piece. Some contacts had even had several copies forwarded to them by colleagues
• Many contacts mentioned they were aware of Hippowaste before but had never taken the time to consider the product / service in detail. The campaign and follow up contact appears to have tipped them into booking a meeting
• Within 24 hours Hippowaste had secured meetings with 18 offices contacted out of a total of 36 (a 50% conversion rate)
• The meetings were booked with efficiency in mind and Hippowaste saw several contacts from an office in one hit
• Hippowaste has since been accepted as a National Framework Partner for the company targeted

The entire creative was based on a templated design so the ongoing costs and time involved for rolling out this communication plan to successive target companies were kept minimal.