OneGTM recently paired up with client AboveNet to design and implement their ‘Connected Building Campaign’. AboveNet provides high bandwidth connectivity solutions for businesses and carriers and their fibre network throughout London directly connects a number of key buildings allowing ultra fast, high bandwidth connectivity.
The key issue was that a number of companies located within these buildings were not aware of their ability to be connected to AboveNet’s premier service. Additionally, due to the multiple-tenant nature of such commercial buildings, it was problematic for our client to become fully aware of all of the companies within each building.
OneGTM was therefore given the brief of supporting the sales team in a lead generation campaign targeted specifically at these buildings. The proposed concept was based on the message that these companies were in fact better connected than they may have realised.
The campaign was carried out using extensive data research techniques and source to build a large database of direct decision making contacts within the appropriate companies. This could then be used to distribute personalised direct mail pieces. We designed a branded business card holder containing a personal letter and individual business cards highlighting the benefits of being connected to AboveNet’s high speed network. The objective was to encourage recipients to consider their current network solutions and make the switch. This not only illustrated the benefits of AboveNet in a unique way, but provided potential customers with a tangible product which they could keep and use at work whilst reinforcing the brand.
The direct mail pieces were shortly followed by direct contact from the AboveNet sales team who, as a result, secured a 15% appointment rate and multiple business leads.
Due to the success of this campaign, AboveNet has now commissioned multiple follow-up campaigns for businesses within 100m of their network along with those who may be affected by the closure of the roads on the Olympic Route Network.
