An iGov survey helps Neopost understand their brand equity and the views of public sector in relation to postal and digital communications needs while generating a significant number of quality "sales-ready" leads.
Neopost are a leading provider of mailroom solutions in the UK. As a supplier to the public sector, Neopost are the only manufacturer to have served local authority purchasing consortia, central government and the whole of the wider public sector on successive framework agreements for fifteen consecutive years.
The problem faced by Neopost was understanding the views of senior executives on postal and digital communications, in order to create specific business plans to meet the inherent needs of the target audience. The other issue for Neopost was that the profile of existing customer contacts did not provide an obvious 'best point' of contact. The existing Neopost prospect database had the following issues;
- High levels of data decay
- Too many non-decision making contacts
- Missing email addresses
- An incomplete coverage at an organisational level of the target market
Neopost needed to find a strategy that would enable them to communicate with C level decision makers and in doing so raise the level of their brand to this community as well as generating prospect opportunities.
Working closely with the marketing and sales teams, Media & Marketing Solutions created a bespoke prospect database of over 7,000 senior decision makers across all the local authorities. Our survey team, in conjunction with Neopost, then created an e-survey questionnaire based around "Postal & Communication Strategies", with a brief to measure brand equity along with gaining a better insight into the use of frameworks and how organisations buy. The survey was personalised and sent using the Media & Marketing Solutions e-survey platform.
The survey generated 249 completed questionnaires from organisations representing 52% of the total universe, providing Neopost with some incredibly insightful information on the following:
- Postal Communication Strategies
- Postal Service Budgets
- Use of Outsourcing
- Digitisation Take-up
- Framework Utilisation
- Neopost Brand Equity
Consequently, the sales team were provided with all the completed surveys for follow up conversations. The supplementary whitepaper generated an additional 118 downloads, providing the sales team with a high number of 'sales ready' leads to follow up.
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