Personal Care Marking Solutions

Personal Care Campaign

January 2014

Introduction

Linx UK are currently running a Personal Care Campaign

This presentation outlines the processes we have followed, and the tools which we have used to run this campaign, in order to generate additional sales.

We hope you find the information useful, should you wish to run the same campaign, or a different vertical campaign, in your country.

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Personal Care Campaign Objectives

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Aim:

-Generate incremental sales in the Personal Care Industry (leads and revenue)

-Increase our visibility of personal care companies in the UK market, within our database, so that we can continue to nurture them

-Increase Linx brand awareness in the personal care industry

Why Personal Care?

• Reasons for targeting personal care

– Proven Linx success:  Linx UK have had particular success in the Personal Care sector i.e. toiletries, soap, cosmetics, fragrances, shaving products, body lotions, shampoos

• Current Linx equipment at customer sites include lasers (for coding onto glass bottles), 4800, 7300, 4200, 4900, 6200, 6800

– Legislation:  Regulation 1223/2009 on cosmetic products, came into effect 11 July 2013. Free movement of cosmetic products in the EU is permitted if they comply with this Regulation. Products must bear indelible, easily legible and visible written information on the container/outer packaging or sometimes both.

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Who are we talking to?

• Both customers and non-customers. Cross selling and upselling to existing customers, promoting Linx’s range of coding solutions to non-customers

–Customers Inactive customers only i.e. customers who have not purchased anything from us in the last 24 months

–Non customers–UK only–Owners–Production Managers–Production Supervisor

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Campaign Message

• After selecting personal care as a target vertical, we carried out VOC (Voice of Customer) research at customer and non-customer sites, to identify their key needs and requirements, in order to build a campaign message around their needs and issues.

– Main issues:• Downtime - Reliability in even the harshest of

environments. Minimal intervention/cleaning required.

• Code Quality - Avoid the cost of recalls/reworks. Clear legible coding every time

• Ease of Use – Easy to use coder

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Data Source and telemarketing pre-qualification

Data Source:•UK Database•Kompass (b2b database)•‘Making Cosmetics Exhibition’ List•Soaps, Perfumery and Cosmetics readership (20,000 contacts)

•SIC (Standard Industrial Classification) codes: 2452, 2451, 2122•Data prequalified by Linx UK in-house Telemarketer•List started out with 517 companies before telemarketing pre-qualification•List reduced to 170 companies after pre-qualification

– Linx conducted pre-qualification telemarketing calls to establish if the companies code and mark on site, and to obtain a relevant named contact and their contact details

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Campaign Execution

Tools Used:•Personalised eshot•Personalised A5 2pp DM •Case Study – Potter & Moore•Legislation Guidelines document

Key actions/dates:•16/01/14 Direct mailer sent out by post to 170 contacts•20/01/14 Eshot sent out to 131 contacts•20/01/14+ Telemarketing follow up•03/02/14 Eshot sent to SPC readership

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Note: The Direct Mailer and Eshots were sent to the same contacts, however those contacts which we were unable to obtain personal email addresses for, were just sent the Direct Mailer

Personal Care – Eshot, Direct Mailer & Case Study

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Personalised Eshot

Personalised DM

Case Study

Regulations Summary

E-Blast to key publication readership

• Email blast also sent out to Soaps, Perfumery and Cosmetics readership - a key personal care publication.

– Eshot sent to 20,000 contacts on 03/02/2014 – Cost £200 – eshot sent to their 20,000 readership

Link from eshot went to Linx website Landing Page

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Website Landing Page

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Eshot and DM links through to a Personal Care Landing Page on the Linx website, where the case study and legislation document can be downloaded

Initial Results & Lead Handling

Telemarketing follow-up is still in progress, however initial results as of 24-01-14 are:

– Telemarketing has got through to 59 companies– 6 qualified leads generated by telemarketing follow up– Telemarketing follow-up is a very important part of the campaign

process, in order to increase the number of leads generated by the campaign

– Leads are entered into the database (CRM), and tracked through to sale

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Requesting MaterialsIf you would like to use any of the materials in this

presentation, please fill in the ‘Marketing Request Form’

and email Emma Anderson [email protected]

Marketing Request Form & Feedback Form

Please fill in the Marketing Request Form which can be found on ExtraLinx

On Completion of your campaign, please fill in the Marketing Request Feedback Form on ExtraLinx

Standard Work Process

Process followed to select a vertical and run a vertical campaign

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Campaign Process

Vertical Selection

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