Case Study - Lead Generation

= Direct Targeted Marketing to Niche Markets =

The Company

A specialist Heating, Ventilating andf Air Conditioning (HVAC) Contractor based in North West England

The Problem

Having been involved in a range of organisations, the directors wanted to focus attention on developing a consitent flow of new business opportunities for HVAC contracting. In such a competitive sector it is easy to spend a lot of time and money without seeing useful returns.

The directors wanted to develop and implement a plan to maximise their exposure in the market and, at the same time, be assured of identifying regular, relevant leads.

The Solution

Following a marketing review with BSA, we agreed that telemarketing could be an effective route to market. However, to ensure the best levels of response, it would be important to focus on key, niche sectors with very a very specific proposition with clear benefits to the potential clients.

The company had developed particular expertise in new types of cooling system which offered significant savings in both installation and running costs while performance could match that of traditional air conditioning in all but the most extreme environments.

BSA used these strong propositions to target key market sectors where cost effective environmental control was particularly important. The project combined telemarketing and direct mail backed up by a comprehensive web presence.

The Benefits

From launch in July 2008, the project is ongoing and has consistently produced excellent, positive results and business. As the project has developed the approach and techniques have been applied in a number of different business areas by our client