Customer success story

Blaklader Workwear Ltd Case Study



Telephone research helps jumpstart digital marketing activity for Blåkläder, enhancing database with 4261 decision maker names and 3464 email addresses.

Blåkläder, established in 1959, is a premium global workwear manufacturer based in Sweden with a long and proud history of clothing production, specifically within the industrial sector. The family owned business has a turnover in excess of £100M and is the No 1 functional workwear manufacturer and distributor in Scandinavia, and No 2 in Europe. After over 50 years in the business, the family-run company has a growing and highly respected global brand. The company vision is to increase global distribution of their functional workwear by prioritising production resources and maintaining full control over the entire production process.

720x 540_highviscompressed

Project background

The Blåkläder brand has a particularly strong presence across Europe, but is relatively new to the UK market, which offers significant untapped potential. The objective for Blåkläder was to equip themselves with an accurate and up-to-date database, enhanced with key decision maker contacts to jumpstart their marketing activity and raise their brand profile in the UK market.

The company approached several telephone research agencies including TTMC Research, the Research Division of The Telemarketing Agency, to support their business expansion initiative. After reviewing a number of agencies, Blåkläder selected TTMC Research based on their expertise in the area of data enhancement, and their robust IQCS (Interviewer Quality Control Scheme) and MRS (Market Research Society) accredited quality standards. An Account Manager was assigned to the project and prior to the campaign launch, worked with the client to understand and document the brief and key priorities.

Project execution

Blåkläder had five or six potential target sectors but the priority was to target the construction sector, where their offer was most likely to gain immediate traction. Blåkläder provided an existing database as the foundation for calling and identified a number of business roles that needed to be appended. TTMC Research was required to identify the most senior decision maker contacts likely to be receptive to their proposition, including Health and Safety, Operations and Purchasing Managers. Capturing and appending email addresses was a high priority to support Blåkläder’s proactive email marketing campaigns.

TTMC Research was responsible for data management and data was further segmented according to subsectors to support calling efficiency. The team built and developed a bespoke CATi interface to deliver the data cleanse and enhancement project. The campaign was set up in the CATi platform and the system fully tested prior to campaign launch. As contacts in the construction sector are often out of office and hard to reach, it was anticipated that multiple call attempts would be needed to reach the right individuals.

A further challenge was the fact that the target companies spanned businesses of all sizes, from those with less than 10 employees to large enterprises. As a consequence, job titles could vary dramatically across organisations and callers would need to work their way past gatekeepers, using careful profiling questions to identify the correct decision makers. In identifying the relevant contacts, callers were also required to verify if new contacts were based at the address on the existing company record, and if not, capture the correct address details.

Results


The initial phase of calling took place over three weeks iand was completed within the client’s specified timeframes. Regular reporting and feedback during this period kept the client up-to-date on progress, including the number of contacts obtained to date. 3444 contact names were gathered within 2382 companies, and a total of 2870 email addresses captured to support future digital marketing activity.

Following the success of this initial campaign, a second phase of calling took place. As the framework was already established, the campaign was able to ramp up very quickly and gathered a further 817 contacts within 688 companies, and an additional 594 email addresses to support marketing activity.

As the data was to provide the foundation for ongoing marketing activity, data quality was critical. All emails were verified using TTMC Research’s unique in house email verification program, “E-quality”, to ensure the quality rates were of the highest standard. Data output provided at the end of each phase included companies that had ceased trading, invalid numbers and those outside of the target sector, so that the client would avoid wasting future marketing spend and increase response from a well-qualified, up-to-date set of data.

In addition to this, a minimum of at least 5% of all completed research calls were carefully reviewed and monitored in accordance with the IQCS (Interviewer Quality Control Scheme), an independent organisation, which ensures and maintains standards of data collection within the Market Research Industry.

Following the success of the first two phases of the project, the next step is to review and prioritise the remaining sector opportunities.

"The Telemarketing Company's market knowledge, experience and customer centricity supports a robust understanding of our challenges and opportunities, and enables a speedy response and execution. Regular feedback and dialogue ensured minor adjustments were made dynamically to improve quality and accuracy of responses."

Managing Director UK & Ireland
Blåkläder Workwear Ltd

Our full range of telephone services

Data Services

Do you want to improve data quality, increase marketing ROI, and ensure GDPR compliance?

Data Cleansing
Data Cleansing
Expert data cleansing creates clean, accurate and compliant data that matches your target audience
Read more
Data Enrichment
Data Enrichment
Data enrichment delivers the insight needed to connect better with your target audience
Read more
Email Opt-ins: GDPR
Email Opt-ins: GDPR
Boost engagement and ROI with consent based communications
Read more

Pre Sales Research

Do you need actionable insight to inform your sales and marketing strategy?

Pre Sales Research
Pre Sales Research
Arm your sales and marketing teams with clear customer intelligence and accurate data.
Read more

Telemarketing

Want more opportunities to drive revenue?

Lead Generation
Lead Generation
High-quality lead generation at every stage of the customer journey
Read more
Call Handling
Call Handling
Professional outsourced customer service. We can provide your customers with an expert, personalised service – making every interaction count
Read more
Appointment Setting
Appointment Setting
Successful appointment setting requires meaningful human interaction with senior decision makers
Read more
Lead Management
Lead Management
Drive value by improving lead flow, quality and conversion
Read more
Event Marketing
Event Marketing
Strategic event marketing can generate higher demand and deliver greater value.
Read more
Lead Qualification / Nurture
Lead Qualification / Nurture
Move leads through the funnel more strategically with our expert lead qualification and lead nurturing services
Read more

Sales

Is your sales strategy driving the results you need?

Telesales / Inside Sales
Telesales / Inside Sales
The quality of your Inside Sales skills can be a key differentiator in a competitive market.
Read more
Account Based Marketing
Account Based Marketing
Smart account based marketing helps to increase profitability, reverse churn and increase customer lifetime value.
Read more

Post Sales Research

Is your customer intelligence keeping pace with your business goals?

Welcome Calls
Welcome Calls
Read more
Customer Satisfaction
Customer Satisfaction
Measure customer satisfaction and gain a more nuanced view of your customers’ experiences through phone-based surveys.
Read more
Treating Customers Fairly / Compliance
Treating Customers Fairly / Compliance
An FCA authorised and regulated business, our expert team can help you meet your TCF compliance needs with greater confidence and increased customer insight.
Read more

Related success stories

Awards and Accreditations

AA-ISP
Financial Conduct Authority
ICO
Investors in People
IQCS
ISM
ISM Recognised Centre
ISO 9001
Level 4 PCI Compliance
MRS Evidence Matters - Company Partner
DMA member
The Business Marketing Club
Brighton Living Wage
B2B Marketing - Top B2B Telemarketing Agency
TPS

Make an enquiry

The Telemarketing Company can help with all of your sales and market research needs. We look forward to hearing from you.

Call us on 01273 765 000
or email us at info@ttmc.co.uk

Visit us at:
The Telemarketing Company
26-27 Regency Square
Brighton
East Sussex
BN1 2FH