Automotive Leasing is the LeasePlan brand specialising in public sector vehicle leasing and fleet management services with over 500 public sector clients. They have been awarded a position on many procurement frameworks.
A review of their approach to generating new business activities identified a need to have more conversations with senior executives who, whilst not directly responsible for the day-to-day activities of fleet management, could instigate a review of their supplier arrangements based on meeting the current needs of the organisation.
The existing prospect database was too small (fewer than 2,000 emails) and predominately consisted of fleet and transport contacts. With a small new business team, Automotive Leasing needed a way of generating inbound enquiries and focusing the time and resources of their outsourced telemarketing agency towards those organisations who were interested in reviewing their current arrangements.
Media & Marketing Solutions worked with the marketing and new business development team to identify over 12,000 senior decision makers across the Finance, Procurement and Operations functions in the Local & Central Government and NHS sectors.
Using the iServe email broadcast system, each contact was sent a personalised email introducing the services offered by Automotive Leasing and positioning them as a one-stop solution for their current and future needs.
Prior to sending the email to the entire prospect base, a number of subject lines were trialled to see which produced the best results. The iServe system provided accurate reporting on opens, clicks and forwards. Using this information, the outsourced telemarketing agency could better focus their calling knowing that the contact had already shown some interest based on the email activity. Many of the contacts also had a DDI number which made it much easier to contact people.
The email campaign attracted 3,000 views, many of which were from the email being forwarded. A number of inbound enquiries were received from people in the Finance function who were attracted by the idea of looking at the end-to-end cost of managing their fleet and driving efficiencies and consistencies across their organisations. This resulted in new meetings being arranged with senior executives at a large county council, one of the North West’s major unitary councils and a central government department with a fleet of 5,000 vehicles.
By focusing on those people who had either clicked extensively or forwarded the email, the telemarketing activity produced an additional fifteen meetings from five days' calling. Following on from this initial project, Automotive Leasing have worked extensively with Media & Marketing Solutions for the last three years and utilise the Ingenium contact database, iServe and iGov News website as platforms to continually identify and communicate with the right decision makers across the Public Sector to support their new business activities.
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