Aspire Telephone Follow-up
Client: Morley Fund Management Ltd
Project Title:
Researching and targeting key local office occupiers for “Aspire”
“Carousel is experienced in speaking with companies at the highest level which has opened doors to some fantastic opportunities. And it all starts with their thoughtful, research-led approach which transforms data into knowledge.” Philip Littlehales - Asset Manager - Morley Fund Management Ltd
Business Requirements:
- To market Aspire, a brand new headquarters office development prominently located at J4 of the M42 in Solihull, directly to local potential occupiers
- To specify, research and build a dedicated direct marketing database
- To pre-qualify through telephone research every company and identify the relevant decision making unit, including Managing Director, Property Contact, Financial Director and Head of HR
- To utilise the database for regular mailing campaigns and conduct telephone follow-up research
Project Outline:
- To specify the target market for Aspire in detail regarding location, size and type of occupier, and level of decision maker
- To source specific external data and enhance with our own unique in-house property database
- To research and validate all contact information and decision makers
- To design and personalise direct marketing letters and response mechanisms and mail regularly with accompanying brochures and suite of mailers.
- To conduct telephone research amongst the specific named property decision makers to obtain feedback on the mailing, ascertain their current property requirements and identify specific interest for Aspire
Project Outcome:
- We have taken a staged approach throughout this project by working closely with the agents to design an initial specification, research the database, conduct a multi-message direct mail campaign and then follow up with telephone research
- The first phase generated significant interest with the telephone research resulting in a major local occupier now being in dialogue with the developer
- The database continues to be enhanced and extended by reviewing the specification and adding new target segments which form part of the second phase of the campaign with a new series of mailpieces and detailed telephone follow up
Search & Acquisition
KWBLancaster House
67 Newhall Street
Birmingham
B3 1NQ
Tel: 0121 233 2330
Fax: 0121 233 4773
Email: space@kwboffice.com
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