With minimal prospect data, a modest test budget and a vast market of niche food segments to consider, careful demographic and psychographic targeting would be critical to success.
Beating the ‘freeze squeeze’ was developed as the creative proposition.
Every organic channel was exploited – from the ‘free rides’ of BOC’s online assets, to the sales team’s relationships with trade bodies, industry media, guest blogs and speaker slots at high profile industry events.
Experiments with paid search and social quickly identified the winning messages and most profitable audiences, while geo-targeted Facebook ads at events ensured laser-level accuracy for engagement and offers, at a lower media cost.
New spin-off content was produced to drive top of the funnel engagement and feed prospect nurture, and this was also filtered by sales into Sales Navigator and Group activity on LinkedIn.