Redland is a brand of the worldwide Monier Group with operations in 46 countries. Redland has been the leading supplier of pitched roof tiles in the UK for over 90 years with a range of roofing tiles including concrete roof tiles, slate roofing products and clay tiles. Coupled with renewable energy systems, metal roof sheets and accessories, Redland provides solutions for most roofing specifications. There are just over 300 staff in the UK, with a Head office in Crawley, 7 manufacturing plants, 4 depots, a training centre and 2 customer service centres.
Pilot - Registration Campaign
The Telemarketing Company was selected in the first instance to drive non-account roofers (small roofing companies working in the private residential renovation and self-build market) to register with Redland Select, a new membership programme. In conjunction with the launch of Redland Select, a consumer focused website was set up, a one-stop shop for advice and information on home renovation, extension and self-build projects. A key function of the site is to “Find a trusted Installer for your roofing project “ – Redland Select members.
Follow up Appointment Setting Campaign -
Due to the success of the first campaign, The Telemarketing Company was engaged to make appointments for two BDM’s to sell Redland’s Solar PV Tile and Redland’s On-Top PV system. The data contained prospects in diverse verticals including Residential, PV Installers and Affordable Home Providers. Decision makers included Buyers, Technical Managers/ Directors, Procurement Managers, Supply Chain Managers, Construction Managers, Development Directors, Surveyors and Renewable Installers.
Project execution and results
Registration Campaign -
The key to the success of the Redland Select campaign was the messaging. The database was relatively small and so all calls needed to be persuasive from the outset. Redland and The Telemarketing Company worked closely together listening to and analysing call recordings to make this process a swift one. The Telemarketing Company registered members online, with Redland sending out the confirmations. Over the life of the campaign, one registration was delivered in every hour of calling.
Appointment Setting Campaign -
The challenge with the Appointment setting campaign was a very different one. The Telemarketing Company made appointments for two BDMs across the country and with an appointment being made in every three hours of calling, the skill lay in the juggling of diaries and geographic scheduling. Keeping close to the BDMs and feeding them back any issues and verbatim feedback, alongside the calls, was also key. The campaign ran for 399 hours over four months and yielded 149 face-to-face appointments and 7 telephone appointments.
Redland have since returned to run a small trial campaign focused on the On Top PV Wholesale market and conducting market research around price point.
"I have been very impressed with the professionalism and commitment to quality demonstrated by The Telemarketing Company since the first day of our engagement. Across multiple campaigns they have taken the time to understand our company and our various offerings and the delivery in terms of both results and ROI, has exceeded my expectations."
Marketing Manager, Monier Redland Limited