With over 850 staff across 19 UK locations, Bibby Financial Services (BFS) has huge potential to generate sales leads and write new business through internal referrals. The challenge was how to motivate staff not operating within a traditional sales role to both identify and then refer potential business opportunities.
Our strategy focused on highlighting the importance of staff referrals to the business and to keep this in the day to day mind-set of the staff on the ground.
To launch the campaign we provided the 29 channel champions around the UK with a ‘Kick Start Tool Kit’ including promotional materials, opportunity spotting tip sheets, office lead tables and desk drop reminders as well as templates and suggestions for driving referrals.
To keep engagement levels high through the year we developed Bi-Monthly fun themed “Focus Days” where staff were encouraged to dress up and take part. Support material such as office decorations, themed quizzes and suggestions on the day’s activities were provided. A real focus on fun and competition was introduced through activities such as ‘best fancy dress’ and quizzes, with prizes such as an early finish on a Friday. A total of 92 Focus Days were held throughout the year across all UK offices.
In order to drive referral activity in non-themed months, local offices ran monthly competitions to encourage day to day referral activity. This was supported by a continuous internal communications programme and desk drop series with regular materials delivered to support the awareness of the campaign.
To encourage competition, league table posters were produced on a monthly basis and distributed to all UK offices.
BFS smashed their campaign objectives, generating an astonishing return on investment. 340 members of staff referred opportunities during the year with 138 of those individuals’ referrals progressing to new client acquisition. The campaign has since been shortlisted for the prestigious Financial Services Forum Awards for Marketing Effectiveness.
At a glance:
• 2099 new business opportunities generated
• 1163 qualified leads generated
• 268 new clients taken on
“To generate these results is a fantastic achievement. The team at Jask worked alongside our channel ambassador and local champions every step of the way, supporting the delivery of a hugely successful campaign.”
To get the best from your marketing you really need an agency that fits with your culture and aligns with your beliefs. Is that us? To find out please call Phil Kean on 0121 708 2466 or email: [email protected]
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