Liz Jackson, MD of Great Guns Marketing, on why the B2B telemarketing agency decided to update its corporate and ‘impersonal’ image
Who or what are you?
Great Guns Marketing was established in 1998 as a business-to-business telemarketing agency, helping companies meet their sales targets by generating highly qualified leads and appointments. Across the UK we have a turnover of £3 million, four offices and 100 employees.
We work across a number of sectors including consultancy, IT, finance, training, public sector, marketing, engineering and training. Clients include PricewaterhouseCoopers, PayPal, TomTom, Lloyds TSB and BDO LLP, right through to start-ups.
What’s the problem?
Our old identity had not changed much since our inception, and had a very corporate, impersonal feel about it. Over the years we have become more innovative and we feel our brand needs to reflect this and our ethos.
As we have come out of the recession we wanted to show that we have continued to innovate, we are now more attractive to clients that are looking for a competitive advantage from their telemarketing agency. Due to our strong presence in the industry it was only natural that we should update our image in line with our success.
What’s the ‘big idea’?
To demonstrate our ethos and ensure we are appealing to clients that are looking for an industry leading telemarketing agency.
We have new colours, and a message of ‘accuracy’. We target prospects by using a mixture of telemarketing and analytics services. This is brought into our brand by the use of images of water pistols – comparing the accuracy of water pistols through the years to our increase in accuracy over the years.
When and how?
Birddog began working on it in July. The brand was launched on December 16 (new website, brochures, logo and letterheads started to be used).
Initially we communicated the new brand internally, ensuring our employees understood it and felt proud of it. Our PR agency has been working with us to use social media and the press to raise our new brand awareness. We have a rolling plan to market our new brand by mail, email and online.
Did it work?
So far, we have already seen an improvement in the number and quality of enquiries and we have won a major brand name who loved the new image.
Early statistics show a 25 per cent increase in website traffic so yes, we think it has worked. January is always a busy time for us so we’re hesitant to judge too quickly but based on the figures above it’s difficult to argue against it working.
