Case study - Financial Product

Liquid Marketing Communications > Case Studies > Financial Product

Barclay Spencer is a financial services company which provides financial advice and products for the expatriate market. With a new product in their portfolio, Managed International Currency Mortgages, they asked us to create a marketing campaign.

We decided on a fully integrated campaign including advertising, event sponsorship, PR and events with the main thrust on direct marketing, both on and offline.

Having identified four core benefits and created four messages for each benefit, we communicated one message at a time which allowed us to track the response rate and see which messages worked best.

We began with a direct email campaign, sending one email per week, to drive traffic to the website and generate enquiries. This backed up with a light advertising campaign in expatriate-read media, some PR and event sponsorship, generated an incredible 206 enquiries in a four month period. It was the most successful quarter the company had ever had.

With the ability to track response rates, we were then able to tailor the campaign highlighting the messages which worked best, thereby improving performance.

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