Case Studies

Linde

The objective
Linde needed to build a prospecting campaign that could-

• Identify SME companies that had material handling requirements
• Identify the correct decision maker and influencers
• Build a profile of current equipment and policies as well as future requirements
• Explore perceptions of their brand position
• Generate positive outcomes for literature, email marketing and leads

The approach

• Golley Slater built a prospecting contact management database capable of handling and storing multiple intelligence sets for each prospect
• A team of dedicated agents were trained on the market, the brand and the product offering.
• Over 90,000 companies across the UK were contacted and profiled
• The campaign included the use of literature and e-mail marketing
• Brand and product perceptions were challenged in a pro-active and positive way
• Data was transferred daily through to multiple UK branches as well as Linde head office
• The team gathered anecdotal feedback, prospect intelligence and information on market activity which was all fed through to the client
• Golley Slater now manages all outbound prospecting, inbound response lines, fax, email and web enquiries and direct mail design, planning and fulfilment

The result

• Linde now have a prospecting database of thousands of companies
• Intelligence has been gathered which includes current individual truck information as well as future purchasing dates and requirements
• Decision Makers and Key Influencers have been captured to the database
• Each year leads are produced covering new & used trucks, servicing, parts, rental, contract hire and driver training
• Sales from the leads that we have generated have been tracked and identified