BT Structured Cabling Campaign
Working closely with the BT marketing team, we created a campaign to generate interest and help sell, the company's Structured Cabling offering. The campaign aimed at all, already busy, BT sales and account teams, needed to confidently announce this additional service as 'a product that sells itself'.
Rather than take a traditional approach, focusing on screeds of product features and benefits, we decided to play the 'bottom line' card. In their busy environment, sales staff need quick cut through if they are to push any additional services. A product with the ability to contribute directly to the bottom line is an easier sell.
To deliver the campaign, we developed a large point of sale unit, more traditionally used in crowded retail environments than in busy office buildings, with colourful, creative messaging encouraging staff to pick up a leaflet.
This was then followed up by a direct mail campaign to 2,000 BT staff, featuring 10 messages tied with a real cable tie. Creatively, the work featured a graphically illustrated cable as the hero, linking up the campaign messages. The campaign immediately generated a number of leads, with the team closing a first sale with lightning speed. The ultimate proof that a good product sells itself.