Info UK

Services: Creative concepts, online and offline integrated campaigns

Situation

Info USA, the US-based data giant, wanted to break into the lucrative UK data and information market, and approached and hired two key players (from what would become one of Info UK’S main rivals) giving them a brief to establish the business as a key provider of B2B data in the UK.

 

Task

Due to our excellent understanding of this sector, Info UK approached and appointed bcsAgency without a pitch. We immediately implemented a Brand Character and key marketing messages programme, observed competitor activity, interviewed key prospects about the issues we faced and then went about developing an over-arching strategy and set of key messages around the “product of our product”. In effect, we were highlighting the actual benefit to our target audience of purchasing B2B data from Info UK over other, more established data providers.

 

Action

The bcsAgency strategy was that of complete clarity. Our competitor research showed that other data providers had developed a “consultative sales” approach whilst our prospect research showed us that quick data counts, they were open to freeware (50 free leads to try before you buy) and generally wanted a clear focus on simple selling of the data.

bcsAgency therefore adopted classic direct marketing messaging in the generation of a range of marketing assets including a company website which tied straight through into sale force, powerful and resonating direct marketing activity, hard-working fact-driven on and offline advertising and support literature.

 

Result

Due to client confidentiality, actual results on this campaign can not be provided.