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			Statoil ”Dirt crusher” – lead generating activity

Challenge   Statoil had a need for generating qualified leads to the Market Consultants who run the petrol card business. The target group was small and medium enterprises and the prospects were ”cold”. Solution Our preliminary analysis showed that the decision makers concerning choice of petrol card partner were men who had very limited knowledge of Statoil’s petrol card business. Therefore we had to build both affinity and relations between the prospects and Statoil. We recommended a solution where Statoil’s market manager in charge of petrol cards asked the prospects for help to obtain knowledge about their needs and preferences in order to develop his business in the light of actual market demands.    We used the following marketing tools: postal mail, online video and questionnaires. Telemarketing for qualifying prospects, postal mail for making them listen, online video with Statoil’s market manager in charge of petrol cards to motivate our approach and personalize Statoil – and last but not least: a questionnaire to reveal the prospects potential and create a gap in favor of Statoil between the prospects existing petrol supplier and Statoil. This gap the Market Consultant could use as a starting point in the dialogue with the prospects. We chose a response gift, which appealed to “the boy in the man” – a remote-controlled Lego Dirt Crusher-car – and used instant win as further motivation for joining in. Results 30 % of the target group responded and the sales work is still progressing. A number of customers have chosen Statoil as their future petrol card partner – both on business cards as well as private cards for employees.   Sales costs per lead have been cut down due to a more effective lead generation.

Hasselblad Anniversary Campaign Oticon – Tego and the Hearwell family Statoil ”Dirt crusher” Statoil ”U-turn” – win back Janssen-Cilag – ”The Pain Dialog” Citrix: “Trivial Pursuit”