Statoil ”Dirt crusher” – Lead generating activity

Challenge

Statoil needed to generate qualified leads for market consultants who run the petrol card department. The target group was small- and medium-sized 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 an 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 according to actual market demands.

We used several marketing tools: Telemarketing for qualifying prospects, postal mail for making them listen, an 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 favorable gap between the prospects' existing petrol supplier and Statoil. The market consultants could use this gap to start a dialogue with the prospects.

We chose an incentive that appealed to “the boy in the man” – a remote-controlled Lego Dirt Crusher car – and used an "instant win" feature as further motivation for joining in.

Results

• 30% of the target group responded and the sales work is still in progress. A number of customers have chosen Statoil as their future petrol card partner – both business cards as well as private cards for employees.

• Sales costs per lead have been cut down due to a more effective lead generation.