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The
tough challenges facing Britain's farming industry show how
extremely important it is to develop relationships with customers
and prospects.
Advertising and PR has helped to build an enviable brand image
for this particular client - a generic name in the construction
and agricultural marketplace.
But the precise and highly targeted communication of the offer
and its benefits, carried out by Yes Response, proves crucial
to its sales.
We were briefed with the creation and development of the company's
customer and prospects database. By finding out what farmers'
individual needs were, e.g. finance or service arrangements
or particular machinery, the marketing effort became highly
cost efficient and professional.
We developed a detailed, incentivised questionnaire which
became the subject of an extensive mailing campaign to existing
and future customers.
It was backed up by telemarketing follow-up calls, data capturing,
fulfilment of literature requests and sales management reporting
analysis.
Many thousands of contacts were involved and details confirmed
about who the purchase decision makers and/or influencers
actually were.
The results for the client? Up to date and detailed
information on thousands of existing customers and prospects,
as well as enhanced awareness of their brand and what it can
offer.
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