Brandon Consulting are the branch of Brandon Global IT that deliver cyber security solutions exclusively to the Credit Union sector in Ireland. This is a very well defined market with a clear number of market constituents governed through regulations published by the Central Bank of Ireland.
Brandon Consulting had developed a strong presence in this niche and had ongoing relationships with a number of Credit Union clients. The issue they faced concerned generating demand from the market for cyber security services that met and exceeded their cyber security obligations.
In addition there was a need to generate consistent demand throughout the year in order for effective capacity planning.
In order to achieve this a three-pronged direct marketing campaign was developed consisting of direct mail, email and telephone follow-up.
While recent trends have been toward email marketing, a traditional mail campaign was conceived in order to stand out from competitors. The mailer consisted of a personal letter (with time-sensitive offer), corporate brochure and gift pen to each organization in the target market. An e-shot was launched in conjunction with this to increase the reach of the campaign.
Mailers were staggered at 50 per week to allow enough time for the sales team to follow up with a telephone call.
The campaign generated huge interest which resulted in the mailing process slowing down to allow the sales team to focus on live opportunities.
From all the interest, 16 quotes were received which lead to 7x Return on Marketing Investment (compared with a 4x RoI target).