Despite the fact that BC Tel is the province’s most prolific (and most awarded) advertiser, McKim Baker Lovick/BBDO is relying on its market research to get the most out of its client’s dollars.
Thus far, the results have been impressive.
Last year’s series of new business ads and promotions for BC Tel’s call-waiting service produced a 300% increase over previous sales projections.
Projections
This year, BC Tel’s new 800 ENTRY service has nearly reached the agency’s most optimistic projections and the ad campaign is only half-completed.
The theme of 800 ENTRY is built around the central theme the agency devised for a series of ads for BC Tel. The ads say: ‘We serve you better because we know you better.’
Designed to stimulate interest in 800 services, the campaign stresses that BC Tel’s 800 service will help small firms build their business.
Research conducted through the agency indicated that small business customers would be receptive to messages that conveyed the pride they felt in building up their business.
McKim Baker Lovick/BBDO carried out its creative with 60- and 30-second tv spots and a follow-up direct response print ad.
DM piece
Respondents to the ads received a direct mail piece, consisting of a letter and brochure. If they signed up for the 800 ENTRY program, they received a fulfillment video.
The video, created for print and direct marketing respondents by BC Tel’s in-house corporate communications, shows how business owners could implement and advertise their 800 number with success.
Testimonials
The testimonial tv spots featured Mike Moore, a b.c. entrepreneur who built a successful envelope firm using BC Tel’s services.
The print campaign carried the headline from Moore, ‘We subscribed to 800 ENTRY to grow into new markets. The results? Phenomenal.’
The results of the testimonial campaign for BC Tel were phenomenal.
Moore became a new business celebrity. The campaign is being duplicated among sister telcos in Saskatchewan and Manitoba.
BC Tel had expected 300 sales over the six-month measurement period. In just three months, the campaign has brought in more than 250 new customers for the 800 ENTRY service.
‘We know testimonials to be very successful because they show reality to people,’ says Pam Goosen, director of advertising and direct marketing for BC Tel.
