HCR Group is a leading employee relocation specialist, offering domestic and international services for companies that require long- and short-term accommodation management.
HCR was looking to generate interest in its new MYTAS offering, an innovative corporate accommodation service that provides professionally organised property and domestic services at a fixed, all-inclusive price.
Having explored alternative channels, HCR decided that direct marketing via email, combined with telephony follow-up, would be an effective and economical approach to raise the profile of the new product and generate sales pipeline opportunities.
Having worked with HCR to identify its target audience, and the key issues surrounding corporate accommodation, we created a relocation checklist that would appeal to prospects.
Using data provided by the client, we implemented a two-phase email strategy, with an initial phase offering the checklist as a resource for companies considering relocations and accommodation for employees. A second round of emails reinforced the message and generated further responses from prospects.
Building on the leads generated through the email activity, we incorporated telephony to qualify leads and arrange sales meetings between HCR and prospects.
The combination of email and telephony exceeded the targets for this campaign, achieving 12 qualified sales appointments and dozens more pipeline opportunities for HCR.
To find out about how Industry can create and nurture sales meetings and high quality leads for your business, email me at falon@ideas-industry.com.
