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BRAND NEWS: Plusnet launches first marketing campaign aimed at UK SMEs

Plusnet has launched its first marketing campaign aimed at UK SMEs in order to promote its services to business prospects.

Despite serving UK SMEs for over 16 years, Plusnet had never embarked on an advertising campaign for its business products. Instead the brand relied on word of mouth and customer recommendations. However, recent market research highlighted awareness of Plusnet as a business provider was extremely low.

Working with Karmarama, the company is using the campaign to address the feedback from its market research, and overcome awareness and credibility issues.

Chris Cotterill, business marketing manager at Plusnet, says: “The majority of our business cusotomers have been with us for over five years and we decided that these were the best people to demonstrate our strengths.”

As a result, customer case studies and testimonials are central to the campaign and feature heavily across Plusnet's web presence. Furthermore, its business site has been revamped using various images of existing business customers photographed at their place of work.

Cotterill continues: “This was combined with a much more professional visual style with a noticeably different colour scheme to our residential marketing while retaining the down to earth and approachable tone of voice that Plusnet is famous for.”

In addition to updating its business brand to address credibility issues, the campaign needed to ensure the SME market was aware of Plusnet as a business broadband provider. As a result, the company has begun above the line advertising via a number of channels, including national press and online display, for the first time.

Looking ahead, Plusnet plans to increase its marketing activity going forward to help continue to uplift awareness of Plusnet as a business provider.