Levitt Safety

Recognizing there were certain disconnects between their national marketing efforts and what was required in the regions, Levitt identified the following specific challenges: “gaps” in awareness of their product and service offering to certain target groups; accounts were geographically “spread out” across Western Canada and therefore challenging and expensive to reach face-to-face; customer databases were hard to use and difficult to maintain due to frequent changes in client personnel. There was also a need to enhance contact and relationships with all customers via more consistent and relevant communication in support of field efforts. Required therefore was a research and lead generation Project targeted to the one key segment of Levitt’s business.

Methods
Mail, Email, Telephone

Results and Key Findings
The results were broad-based and significant:  $87,500.00 in quantifiable quotes and sales, many of whom were about to buy elsewhere together with dozens of qualified leads and referrals. Captured as well was actionable (and surprising) market intelligence for improved messaging and executive-level decision-making. An up-to-date database of key customer contacts will also be used to build, profile and expand a sustainable, multi-faceted, contact/”touch’ plan targeting customers and prospects.

The program was so successful, that Levitt expanded it to include other regions and other segments of their business. The technique is also used to “ramp up” new sales personnel and generate more up-to-date/segmented data for more effective targeting and customer development. Levitt will gradually migrate other initiatives and spending, such as Trade Publication spending, to this more trackable, targeted, results and ROI-driven approach.

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