Contents A little bit about SLG and me 2006 activity – where we were The Gingerbread Man Campaign –Objectives –What we did –The results (to date) Questions the specialist integrated marcoms company

SLG SLG Marketing –SME Based in central Manchester –Employ 25 staff –Turnover £1.75m –Full service marketing agency Me –Marketing Services Director –Responsible for marketing planning for SLG and our clients –Post Graduate Diploma in Marketing Management in 2000 –Best seminar was “Coin Mailer” the specialist integrated marcoms company

2006 Situation –Generalist marketing agency –Pitch success 1 in 4 –Carried out audit Market research with top 750 companies in the NW (coin mailer) Internal assessment of key strengths & weaknesses –Key market research findings Two main reasons agencies were selected 1.Understanding of the clients market and requirements 2.Creativity Specialist agencies were preferred to generalist agencies 65% - 35% Agency location was influential Referrals and previous experience were the main ways agencies were shortlisted Only high quality direct mail from agencies would be retained the specialist integrated marcoms company

2006 Situation –Strong experience in the construction sector –Sector looked secure!! Steady growth, shortage of homes, education, heath and infrastructure programmes planned, bidding for the Olympics etc –Poor existing communications to the sector –Communication with architects and specifiers intellectually rewarding Response –Repositioned as “specialists in construction marketing” –Purchased list of Building product manufacturers and segmented it –Sent out booklets demonstrating our previous experience and followed them up with telephone calls the specialist integrated marcoms company

2006 Follow up call feedback –What do you look for in your agencies –How do you select agencies –What’s the most memorable piece of DM you’ve ever had the specialist integrated marcoms company

2007 Further DM planned – MORE CREATIVITY –Demonstrate understanding of the market –Demonstrate creativity –Create impact –Building Schools for the future –Use previous experience & research to understand the decision making process the specialist integrated marcoms company

BSF - Objectives Generate new business with the potential to generate £200k GP in 2008 Mail 700 companies by 01/11/07 Gain 8 initial meetings by 01/01/08 Gain 4 opportunities to pitch by 01/02/08 Gain 2 new clients with the potential to generate £100k GP per annum Raise the awareness of SLG’s construction specialist positioning amongst building product manufacturers in order that when speculative pitch / proposal opportunities arise SLG are automatically considered Increase SLG’s reputation for excellent creative work the specialist integrated marcoms company

Mechanics Sent to gold and silver targets in Oct / Nov 2007 Both lists screened prior to mailing Gold received the gingerbread man and the mailer Silver received the mailer only Gold targets were followed up in Nov / Dec 2007 Silver targets were not the specialist integrated marcoms company

Results 40 of the top 100 targets spoken to ALL recalled receiving the gingerbread man and thought it had impact 27 knew who SLG were when the follow up call was made 8 initial meetings 6 pitches or proposals 3 new clients New client turnover in £134,000 Total cost of the campaign £2,800 (Print, Packaging, Postage & Gingerbread men) The Gingerbread Man still has instant recall the specialist integrated marcoms company