Tag Archives: campaigns

Andrex Scrunch or Fold – has FMCG creativity found a new bottom?

Warning: this post contains contextually relevant toilet humour gags the author was unable to resist.

One of my first bosses in B2B Marketing told me why she had chosen to pursue a career in B2B as opposed to the (at the time) more glamorous world of FMCG Marketing “I didn’t find the idea of marketing nappies or tampax that challenging or interesting”.

Her words have stuck with me since and I was reflecting on this when I saw the recent Andrex campaign which asked the nation whether they “scrunch or fold” when using their market-leading product:

Andrex pack

Admittedly, there’s only so much you can do with loo roll (literally and creatively) – especially one that’s been market leader since 1961 according to the Superbrands Annual 2012. But there’s a reason for that. I may be an old-fashioned prude, but behind closed doors up and down the country, how we wipe our backside is our business.

Yet I couldn’t resist taking a peek at the results:

Andrex results

A staggering 14,728 people voted, although it is not clear how many others spoiled their paper.

Perhaps I’m missing the point and all will be revealed in a forthcoming awards submission for Andrex which will show results that during the campaign, the PCEI rose by 243% (Paper:Cheek Engagement Index – a standard measure across the industry).

Or maybe it was a test marketing exercise to feed into the new product development process? Was Andrex about to launch “pre scrunched” Andrex, one wonders, and have these landslide results flushed that idea down the pan.

I know it’s not possible to stick to the classic “soft, strong and very very long” for every campaign, but loo roll is loo roll. Use the full marketing mix to innovate and tell me about the features that make Andrex superior to the competition. I don’t need selling on the ‘benefits’ and certainly don’t want to segment myself as a ‘scruncher’ or ‘folder’ as some sort of lifestyle statement with deep emotional engagement to the brand!

All of this reinforces that, like my boss all those years ago, I am very, very happy to have spent the last 15 years as a B2B Marketer.

But how about you? Do you love or loathe this campaign? Does it make you proud to be a B2B or FMCG marketer? I’d love to hear your thoughts (about this campaign, not your toilet preferences please).

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B2B Telemarketing: 3 critical success factors

In a recent B2B Marketing Magazine feature on Telemarketing, I was interested to see that 70% of respondents to a survey of 200 B2B Marketers said that the technique was either ‘critical’ or ‘very important’ as part of their demand generation activities. With such a high number, I am still amazed to experience so many examples of it done badly.

Having managed both in-house and outsourced Telemarketing teams in the past, I have seen first-hand how powerful this technique can be for lead generation and appointment-setting campaigns. I also know how hard it is to do consistently well.

Having recently moved jobs, I have been inundated with cold calls from a wide range of marketing service providers. Some of them get the firm’s name wrong, and too many try to close an appointment without establishing if I have the time, appetite or budget to enter into any form of dialogue, no matter how exploratory.

In my experience, successful B2B Telemarketing depends on a number of critical success factors:

  1. Start with good quality data  We all have data challenges, but how have you gathered that this person is in the market for the goods or services you are about to try to sell to them, and how confident are you that the demand might be there? 
  2. Enhance it with research  I know that outbound telemarketing is often seen as a numbers game, but the art is in making the recipient of each call not feel like it is! Take time to do some basic research into the company AND the individual you are trying to target, BEFORE you pick up the phone. If you get the name of my firm wrong (as happened to me recently), this is unlikely to impress me.
  3. Hire and retain only exceptional people who are capable of building a credible rapport on the phone, sometimes over a period of several months. Demonstrating that you understand and are actively listening for information that can help me to solve a business problem will always help.

Does any of this resonate with you? Have you been on the end of great (or dreadful) B2B Telemarketing experiences? How did they make you feel, and did they win your business?