TFC Europe Ltd

brief

TFC Europe Ltd is one of the leading suppliers to the industry of technical fastener components, with an unrivalled reputation for delivering innovative products, supply solutions, and exemplary service. They wanted a marketing campaign to target new audiences, generate leads and boost awareness of their supply chain solutions and C Class component offerings.

ifour solution

Having researched the industry thoroughly and spoken to the client, ifour devised a complete strategic marketing campaign that offered potential clients insight into their own supply chain issues. KPI’s were set out, with quality of leads rather than quantity being the main focus.

A flat graphic illustrative approach offered a fresh, modern route that shows part of the personality behind the company and helps TFC stand out against competitors. Identifying the 3 key issues around time, stock and cost, a fun ‘efficiency calculator’ guides users to rate their level of pain for each area before offering a downloadable PDF report of their findings that can be shared with colleagues.

A series of themed automated emailers directed traffic to the calculator landing page and was supported with organic and paid social media activity, campaign light boxes on the main TFC website at key entry sites and personalised direct mailers. The campaign was evaluated at key points to maximise engagement through minor adjustments and build on the momentum throughout.

results

The campaign successfully generated quality leads as well as an excellent 1.45% overall click-through rate (CTR), as a guide, comparable UK campaigns usually average 0.4-0.7% CTR.

Whilst not directly attributable, traffic to the landing page doubled during the period that the direct mailer was landing, suggesting the power of snail mail still holds sway. The campaign generated 47,732 LinkedIn impressions and has raised brand awareness, with both existing and potential customers commenting on the stand out creative.  Elements of the campaign are being incorporated into touch points for the customer journey.

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project budget£5000 - £18000

deadline 4 weeks - 8 weeks

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