Awards 2014, category 16: Really B2B for Miele Professional
Best SME-targeted campaign: Care home and hotels 'content with a cause' campaign
Miele Professional is the commercial arm of Miele and leading manufacturer of professional laundry, dishwashing and sterilisation equipment. Miele were looking for a new way to effectively connect with and nurture their customer and prospect base that would run alongside their traditional advertising and PR activity.
Using content was an obvious move, but Miele knew that a product based approach would neither engage nor generate response from prospects.
Content with a cause
“Content with a cause” started with understanding the Miele prospect and customer better across the businesses two key sectors: sMe Care homes and Hotels
The campaign had two main purposes:
1. Help Miele Professional’s customers and prospects run their businesses better
2. Increase engagement with the Miele Professional brand
Personas were developed in order to provide insight into the needs, pains, challenges and drivers of prospects and customers.
A calendar of content was developed around topics prospects and customers told us they were interested in, not just Miele products.
Content was segmented by sector to ensure maximum impact and engagement and pushed out via email to drive prospects to dedicated landing pages where they could download it.
Content based leads were converted to sales ready appointments for the dealer network
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