On Thursday night I attended the B2B Marketing Awards 2010. Myself and Mike Crossman were delighted to be invited as guests to this event by Kate Bresnan, Digital Marketing Manager at Colt. We (Colt and EMC Consulting) were shortlisted in the category of Best International Campaign for the campaign ‘Choosing to Turn Left’.
It was a great night, bringing together 700 people, to celebrate some of the best B2B Marketing of the last 12 months. Ego’s were left at home, and it was a fantastic atmosphere, with everyone there certainly getting in to the party spirit. Tim Minchin hosted the event in his unique style, ending his initial routine with a poignant song about children!!! Wonderful stuff.
438 Marketing were the winners in the Best International category for their campaign for TNT Express. Colt & EMC Consulting received a well-deserved runners-up award for the ‘Choosing to Turn Left’ campaign.
Choosing to Turn Left
Colt was not particularly well-known by SMEs throughout Europe. Brand awareness, as well as number and quality of leads, needed to be boosted. The campaign included a web site that made it easy for businesses across Europe to research and select products online and choose their preferred way to contact Colt. Colt engaged EMC Consulting and we worked with them to deliver a portal to engage customer primarily through the online channel, and to dramatically increase the number & quality of leads and drive higher conversion rates through better qualification
Colt fully understood the value of our user-centric design approach, and we went on a 6-month journey with them, putting their customer firmly at the centre of all the design decisions. The resulting campaign was extremely successful. Average weekly visits to the site touched 6000, dwell time was an impressive 3 minutes, 18 seconds and 25,000 online enquiries were generated.
Carl Robertson, chief marketing officer at Colt, said “The ‘Choosing to Turn Left’ campaign was a pan-European integrated campaign that catapulted Colt in to the new age of digital marketing. It was delivered in a record 6 months, and exceeded all expectations in terms of leads and wins. It is a shining example of a dedicated team working together and staying focused on results.”
The project was delivered in 6 months, and as part of the team I was witness to the blood, sweat and tears that a dedicated team, both EMC Consulting and Colt, put in to this project. It was fantastic work delivered by all involved and given the hard work put in to this by a very dedicated team it was all the more appreciated when it received the deserved recognition.
Credit: some of the content was ‘borrowed’ from the official B2B Awards Supplement.
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