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Hilti // M&E campaign

Hilti is a world-class manufacturer of power tools and systems for the construction industry. However, they needed to raise awareness in a specific sector, Mechanical and Electrical, where they had a low profile and wanted to increase their market share.

Hilti's previous sales focus had been on product selling and there was a move to a more 'solutions' based sales model. Our task was to work with the marketing team to develop a multi-channel campaign to deliver corporate objectives and appointments for the Account Managers throughout the UK.

The solution was first to segment the decision-making unit into clear target groups. A clear strategy and tactical process was devised including database cleansing, verification and pre-direct mail telemarketing. Once we had defined the different user groups, we created a specific creative treatment for each customer type based on their particular needs and business priorities.

The first stage of the campaign was the creation of a high-value DM piece targeted at MDs and the senior decision maker in each company. The message focussed on how working with Hilti would make the company even more productive, profitable and reduce their exposure to risk. We had to make sure that the prospect understood the message immediately and that they would agree to an initial presentation.

And the result? The initial campaign was so successful that Hilti asked us to suspend the next mail-out until their Account Managers had fulfilled the appointments gained in the first phase. Job done!

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