Tag Archive for: case-study-other-industries

The Client

Industry: Solar
Location: US
Headquarters: US

In 2016, a study showed that 39% of all new electricity generation capacity in the US came from solar while a year earlier showed that solar employment has overtaken oil and gas as well as coil employment. The Client is a proud contributor to these statistics – a leader in construction and home improvement who empowers the community it serves to lead a better life with clean, sustainable and economically advantageous solar energy solutions.

Campaign Type

B2C Appointment Setting (Solar Panel Installation)

Campaign Target Criteria

Location: New Jersey and New York
Industries: Residential
Decision Makers: Homeowners

The Challenge

The solar energy provider has been enjoying the warm welcome of NJ and NY households for more than 50 years now – allowing their homes and businesses to be improved by the Client through service packages that include custom designs, professional solar installation and best purchase options, until several issues arose in 2012 warning consumers of solar energy as a threat to electric grid operators – a battle among energy providers which loomed collapse in the solar business.

The campaigns waged by electric monopolies against solar energy use caused a great decline in the Client’s revenues, thus generating other issues which compelled the need for a much competitive marketing strategy that can battle the then on-going, intense energy wars.

In 2015, the Client set to complete 400 installations. However, 160 or 40% did not sign a contract and took other options instead. The Client’s revenue fell short of $1,600,000 (at an average of $10,000 per package).

“The threatening scenario has to end” the Client thought. They needed to gain the lost targets (customers and revenue) back so they implemented an in-house telemarketing campaign with the hopes of recalling those who retracted from the deal, but ended up with dismal results. With this, the Client decided to outsource.

The Callbox Solution

Since the problem sprung from reports about utilities that waged a campaign against the solar industry, Callbox proposed an “eye for an eye” solution to the solar leader – an information drive via Email Marketing and Appointment Setting program which the solar leader approved.

Email Marketing via Pipeline Lead Nurture Tool

Utilizing the winning capabilities of Pipeline Lead Nurture Tool to send the right message to the right decision maker at the right time, PDF brochures containing links to comprehensive information and answers to customers’ possible queries about the true benefits of using solar panels were delivered to target customers.

Aside from validating the email address and other important information of the contacts, the lead nurturing process helped the Callbox team to be able to grab the prospect’s’ attention, educate them on how they can save money from using solar energy at home and and got them engaged to hear the Client’s better offer. This has eased the process of setting appointments between the prospect’ and the Client’s solar consultants.

Appointment Setting Through SMART Calling

After the initial copies were sent out, all actions taken by the prospects like replies, clicked links and downloads were tracked and configured based on lead scores to determine their reachability – who and when to call.

The call process was quite rigid as the callers were required to completely gather the important information from the prospects and have at least three, if not all five, probing questions answered, for the Client to provide the prospects with the best solar solution package.

The Results

Powered by Callbox Pipeline’s SMART Calling system, the Callbox team reached a significant number of prospects, exceeding the Client’s expectations.

• 240 Total Appointments were produced from the campaign (128 or 80% out of the 160 target customers regained, and additional 112 new target customers were  acquired by the Callbox team)
• 204 (85%) of the 240 were converted to proposals and eventually closed

The Client previously targeted a total of $4,000,000 net revenue for 2015. However, the campaign production of 204 plus the current 240 customers combined, brought a total $4,440,000.00 net revenue or 11% higher than the earlier target.

The Client

Industry: Recruitment/Staffing
Product/Service: Recruitment
Location: Tokyo, Japan
Headquarters: Tokyo, ,Japan

Campaign Type

Appointment Setting (Office Appointment)

Campaign Target Criteria

Campaign 1:

Location: Houston, New York, Singapore, Hong Kong, Australia and UK
Industries: All industries except recruitment and employment agencies and job boards companies
Decision makers: HR Manager, HR Director, CEOs, Recruitment Managers
Business Size: 10 to 100 Employees

Campaign 2:

Location: Singapore
Industries: All industries except recruitment and employment agencies and job boards companies
Decision makers: HR Manager, HR Director, CEOs, Recruitment Managers
Business Size: 10 to 200 Employees

Summary

The Client is Japan’s largest recruiting and information Service Company. They are focused on supporting a diverse range of work style though offering a wide variety of services including job advertisements, permanent placement services, temporary staffing services, outsourcing services, pre organization-related services, and development-related services in an effort to help realize a world in which people can freely choose their own unique work style.

The Client also provides a broad range of services for companies, from employee recruitment to development and assignment. Through their diverse services, they are committed to offering the best HR solutions for business operations.

The Challenge

The Client was planning to launch a new product in Singapore and they didn’t have a marketing team to help them engage with customers. Hoping to reach out to prospects and meeting their deadline, the Client decided to outsource to a company that specializes in reaching new markets and has all the marketing tools including database, email support and social media to manage a campaign and help generate potential clients for them.

The Solution

1st Campaign:

Before the campaign commenced, the Client highlighted how crucial it is for them to reach their target prospects for the launch of their product. Prior to signing up with Callbox, the Client had planned a marketing strategy of their own, which was focused on different target locations per week. They decided to apply this strategy to their first Callbox campaign.

Contacts were profiled properly and were sent out an email. To get more interested prospects, the team needed a sustained and focused effort. However, despite much effort exerted by the team, the Client’s marketing strategy gave them less time to nurture their warm prospects, which resulted to failure in meeting the Client’s campaign expectations.

The Client assessed the results and the team provided their feedback on the campaign as well. After evaluating the campaign, the Client and the Callbox team came to the following conclusions.

• Jumping from one target area to another from week to week gave them less time to reach out to the right people. The availability of prospects had to be put into consideration as well.
• Having limited time to run the campaign affected the conversion rate. Many prospects considered looking into the product, however, most of them didn’t want to commit yet.
• Right timing is the key. Running a 3-week campaign on a lean month, when most of the prospects were on vacation, contributed to a lower-than-expected turnout..

2nd Campaign:

Having learned much from the initial campaign and armed with insights on how they can make improvements, the Callbox team, together with the Client, made some changes to help improve the campaign’s performance.  In order to address the Client’s challenge of reaching out to prospects before the official launch of their product, the team implemented the following:

• Callbox’s multi-channel approach, whereby the team sent out emails to warm prospects prior to the start of the campaign which helped generates positive replies and was converted to appointments. At the same time, the team tried different approaches to touch base and follow up with them while running the campaign.

• The Client ran a 2-week campaign, this time with 4 agents focusing on one location. The team conducted regular status meetings with the Client to provide updates and keep track of their course of action.

With the help of the Callbox Pipeline Lead Nurture Tool, the team was able to create a scheme and set a timeline that helped achieve the desired results within the time frame specified by the Client.

Callbox’s multi-channel approach played an important role which resulted to higher number of appointments at the end of 2nd term:

Before the end of the campaign, the client commended the team for their effort,  “99% no cancellation of appointments. Only 1% of the appointment was cancelled because of double booking.”

The Benefits

With Callbox’s experience and the team’s expertise in troubleshooting different types of campaigns, together with the Client, they managed to create a customized program to meet the Client’s target and expectations.

Running a multi-channel marketing campaign with the aid of the Callbox’s Pipeline Lead Nurture Tool, the team managed to deliver a higher number of qualified appointments than they would have without it. As a result, the Client decided not to accept more office appointments and advised the team to convert them to leads instead as they no longer have enough people to handle all appointments delivered.

Currently, the Client is nurturing 178 leads, 37 of which are interested with the product and agreed to meet with the Client’s sales team, 75 warm leads who are interested to know more about the product and 66 leads which can be followed up through email. These impressive results prompted the Client to signify his intention to sign up for a long term contract by the 3rd quarter of this year.

Callbox Data Profiling: A Major Coup for Exhibition Leader

Product/Service: Exhibition & Trade
Campaign Type: Appointment Setting

A 40-year old industry pioneer and leader decides to take business a notch higher by widening its reach through trade exhibitions – an avenue that has always worked wonders for them. This time, however, they want more participants to exponentially expand their network and improve market growth. Callbox was more than happy to accept the challenge of getting more appointment settings for them.

• Callbox’s first task was to gather attendees to the largest regional trade exhibition in the ICT industry in Asia
• The second mission was to draw together key decision makers in the manufacturing industry for a sneak preview of the latest in precision engineering technologies, and the to invite important decision makers in the oil and gas industry to a showcase of a new product innovation
• The client also signed up for Callbox’s data profiling services to make sure their database is equipped and ready for an upcoming event

Know more about the specific strategies Callbox employed to come up with successful campaigns for an industry leader.