• B2 Award - 2019, WINNER - Multi-Channel Lead Generation, C-level
• B2B Award - 2017, RUNNER UP - Best Corporate Decision Maker -Targeted Campaign
• B2B Award - 2017, RUNNER UP - Best Corporate Decision Maker -Targeted Campaign
THE CHALLENGE - Increasingly, the sales team found deals were stalled without making it past administrative gatekeepers, who order food for their workplaces but lack decision-making power. Senior stakeholders were not feeling ‘pain’ from their status quo solutions, and lacked motivation to invest resources implementing change. This was putting Seamless at risk of declining sales. We needed to find a way to capture the attention of senior decision-makers, while drawing attention to our value proposition and winning first meetings.
AUDIENCE INSIGHT
•Perception of Service - Senior decision-makers perceived food ordering as the responsibility of administrators, and lacked the motivation to learn about Seamless.
•Responsiveness to Outreach - Our target market of high-level executives has become increasingly wary of traditional marketing tactics.
•Limited Attention Span - Due to the limited attention span of our prospects, we needed to find an engaging way to quickly communicate our value proposition.
•Company Gift-Giving Policies - We needed to respect company ‘gift giving’ policies to ensure maximum prospect participation in the campaign.
OBJECTIVE
• Business Objective - Accelerate market leadership in the United States and London by increasing the number of business contract signs and gross food sales.
•Marketing Campaign Objective - Generate a $2 million sales opportunity pipeline in Q4 2016 and Q1 2017 ($1 million per iteration of campaign) by securing face-to-face meetings with senior stakeholders who have never engaged with us previously.*
THE BIG IDEA
Engage directly with decision-makers, grabbing their attention with a quickly digestible message and an irresistible proposition.
We sent each prospect a camera drone in an elegant package inviting them to get a ‘top down view of their company food expenses’ and see the ‘big picture’ - with a catch.
THE CATCH ---> To receive the remotes to make the drones fly, the executives had to meet us in-person.
Why drones for this audience?
From the perspective of senior stakeholders, one of the biggest benefits of Seamless is the ability to consolidate, control and report on company food spend. Flying camera drones were the perfect item to communicate this message, as Seamless helps businesses:
• Gain a top-down, ‘big picture’ view of their company food spend (like a camera in the sky)
• Take control (the same way the remote controls the drone)
EXECUTION
To generate maximum engagement, we executed a two-part teaser campaign in Q4 of 2016 and Q1 of 2017. Our first touch-point was a personalized, hand-written card introducing the sales representative and teasing them with the promise of an upcoming gift. Three days later, an elegant package arrived at our prospects’ offices including the camera drone and instructions letting them know they had to meet us in person to retrieve the remote. The day after the drone arrived, our sales representatives called each of the prospects to schedule meetings.
The creative was designed to build maximum suspense for the prospect. From the outside box sticker through to the package design, the copy and silhouette illustrations hinted at the drone surprise gift inside. I wanted to make sure that the packaging looked premium since it was going to C-level prospects.
RESULTS
For a budget of only $30,500 USD, this campaign converted 24.8% of targets to sales opportunities ($11.6 million pipeline), and 5.6% to closed deals ($1.4 million annual revenue).* Signing 7 new clients, this generated a 49X ROI.
2nd iteration
We saw the success the first iteration had for Seamless Corporate, therefore we decided to expand the project to our Grubhub Corporate clients and make a few tweaks based on learnings. We realized that the prospective client wanted more information about the product upfront and we created a box, that when opened, would play a video explaining why they are receiving a drone followed by further information of the benefits of Grubhub for Work.
RESULTS
We tested a new drone box design in our March send (Q1 2019), incorporating the video into the packaging versus a control without. The test group converted more leads to a “successful outreach stage” (decision-maker meeting/contract negotiation/closed/won) at (33.3%) vs the non-video boxes (21.8%). This campaign has successfully generated nearly $20MM in sales pipeline.
