Our work

How can we give you the solution if we don't understand the problem?

Giving installers a sales tool

Guttering installers are a varied group of businesses ranging in size. The majority of installers are self-employed tradesmen whose office is their ute.

What we did:

Discover

Insight work revealed that, unlike roofing, the decision to specify the guttering material was made largely by the guttering installer, not the builder or the homeowner.

Plan

Our strategy was to empower those guttering installers who are loyal to COLORBOND® steel during their face-to-face interactions with the homeowner. Supporting the success of their businesses would encourage their loyalty to COLORBOND® steel.

Create & Communicate

The core peice of the integrated campaign was a hard copy "Guttering Installer Support Kit" complete with brochures, colour swatches, maintenance and installation guides for both the installer and his customers.

Measure & Learn

The Guttering Installer Support Kit has been reprinted three times to keep pace with demand. Assumptions made based on content re-orders have been confirmed by calls and the program will now be extended.

Evolving an iconic brand

The COLORBOND® steel brand has grown market share on an aesthetic led position for the past 10 years. Our challenge was to evolve the position and carry the brand forwards, without throwing the baby out with the bathwater.

What we did:

Discover

Focus groups told us that building a home is not for the faint hearted. Making the right decisions has implications for years to come. “Whilst I want my home to look beautiful, I also realise fashions come and go.”

Plan

Evolution not revolution. We added “made tough for Australian conditions” to the brand position without losing the established aesthetic position already owned by the brand.

Create & Communicate

A creative campaign was developed to deliver consumer messages inside the brand’s established values, personality and essence. Channel delivery included TV, magazine, outdoor, online and website.

Measure & Learn

Brand and Ad tracking has shown the campaign has cut through and is remembered favourably by consumers. Comparative magazine ad tracking has shown the campaign to deliver exceptional results.*

*Please contact Carlon Leong for details.

A business opportunity built with steel

The residential framing market is dominated by treated pine. And unlike roofing, kitchen bench-tops or stainless steel appliances, for consumers the house frame is “out of sight and out of mind”.

What we did:

Discover

In Australia, home builders have been using timber house frames since the turn of the century. Builders and sub-contractors have invested time, money and years of process into the success of the timber house frame.

Plan

Instead of offering a “better product” we offered a business opportunity. Steel framing was positioned as an opportunity for builders to differentiate themselves and satisfy a demand driven by BlueScope Steel.

Create & Communicate

Pull communications for consumers included print advertising, collateral and POS. However, the key piece was sent to selected builder CEOs inviting them and their team to join BlueScope Steel in round-table discussions.

Measure & Learn

80% of targeted CEOs attended the round table discussions and sales after the first 12 months were 50% up on target. The focus has now shifted towards driving consumers to TRUECORE® steel loyal builders.

Know what your customers are really buying

In the heavy equipment industry the real revenue opportunity is not in new machinery sales but in spare parts and after sales service. But just selling the machine isn’t enough to guarantee this revenue stream.

What we did:

Discover

Insight work carried out with customers, suppliers and internal personnel indicated that Komatsu Australia was largely perceived as a heavy equipment supplier. The machines had a great reputation but customer service was seen as antiquated and below par.

Plan

Subsequent brand planning workshops with Komatsu management, sales, business development and sales teams uncovered a position that focussed on the success and achievements of Komatsu’s customers, instead of focussing on the features and benefits of the machines.

Create & Communicate

As well as internal training and communications, advertising was created for and run in trade specific titles for markets including utility, construction and mining. A similarly themed corporate profile with interchangeable category inserts was created for sales and business development teams.

Measure & Learn

Anecdotal feedback from Komatsu sales and business development teams was positive. The corporate profile was used to impress on customers the size and footprint of Komatsu’s service network whilst also communicating Komatsu’s commitment to specific market categories.

Leveraging a free service to generate sales

Komatsu sales staff were finding it difficult to set meetings and therefore generate sales and service opportunities. Regional equipment owners are busy working on site and don’t want to waste time on a “sales visit”.

What we did:

Discover

Equipment owners either risk productivity losses from machine breakdowns or they replace undercarriage systems prematurely and waste money. Komatsu has a free ultrasonic inspection service that can accurately determine the remaining lifespan of an undercarriage system. But the service was under utilised because of a lack of training and process.

Plan

Our strategy was to change the focus of the Komatsu sales team from “trying to make a sales visit” to “offering a free service visit”. We wanted equipment owners to place a value on the visits from the Komatsu sales team.

Create & Communicate

Trade advertising was used to promote the “Free ultrasonic undercarriage testing” to equipment owners. And a sales support kit doubled as a training manual and process guide for the sales teams to use on visits.

Measure & Learn

Telemarketing calls confirmed that over 50% of customers who took the free ultrasonic inspection went on to purchase undercarriage parts and services from Komatsu, establishing a cycle for repeat business.

Opening doors to C level executives

Being considered for an enterprise class business intelligence solution means being known to some of Australia’s most senior and difficult-to-reach business executives.

What we did:

Discover

For Australia’s top 500 companies, business intelligence solutions can play a crucial role in delivering productivity and profitability. The tender and implementation processes are long and complex and the final decision-making is usually in the hands of the CFO and the CIO.

Plan

We wanted to collect contact data that would enable Business Objects to build a relationship with key decision makers. And we wanted to do this by demonstrating the financial benefits of a business intelligence solution in a simple, fun and engaging manner.

Create & Communicate

CFOs, CIOs and senior IT managers from chosen industries within Australia’s top 500 companies were sent a letter and a $1 note minted pre-1984. Recipients were asked to visit a web page where they could find out the value of their $1 note ($5 - $7,500) by using the site’s intelligence.

Measure & Learn

8.5% of CIOs and 37.2% of CFOs provided contact details, which were provided to the Business Objects pre-sales teams. Download activity was also provided to give an indication of the primary interest of each lead.

A loyal habit in a low interest category

The domestic freight market is a low interest category where the senders switch between several suppliers, showing no loyalty to any one brand.

What we did:

Discover

Most people who send domestic freight from small to medium sized businesses do not have exclusive contracts with one freight company. And the people who send domestic fright are junior personnel.

Plan

We wanted to get people into the “habit” of using TNT for their domestic freight, by becoming used to our processes and system benefits, by remembering our phone number and by using us repeatedly for at least 90 days.

Create & Communicate

A loyalty program was developed to allow participants to earn points that could be redeemed for monthly rewards such as DVDs, mini Hi-Fis, DVD players. At the end of the three months entries went in the draw for a major home entertainment system.

Measure & Learn

Repeat sales grew domestic freight revenue by 16%. ROI for the promotion was 231% of campaign investment.

Reaching a wider market with direct mail

BankWest were using online advertising to attract customers to their Business Telenet Saver Account (requiring and ABN). Whilst happy with the ROI, the bank wanted to reach a wider range of prospects in a short amount of time.

What we did:

Discover

Carlon Leong conducted insight work amongst self-funded retirees as well as financial advisors and accountants. To gain endorsement from advisors and accountants, they needed to have access to the account to streamline reporting for taxation purposes.

Plan

Our plan was to test several message sets by directing applications to dedicated web pages with separate urls. Once the right message set was confirmed the campaign would be rolled out to all remaining prospects.

Create & Communicate

Messages were simple and delivered fast. All message sets led with the interest rate but supporting messages were changed in ranking. Test results confirmed the insight work.

Measure & Learn

Whilst the cost per application (CPA) was slightly higher than that generated by the online campaign, the bank was still happy with the ROI. Direct mail allowed the BankWest to target a large number of self-funded retirees quickly and cost-effectively.