Our client was appointed to define, design and implement Sainsbury’s service counters strategy. Further to implementing ‘Great Conversations about Great Food’ our client was engaged by Sainsbury’s to work with its Store Format and Colleagues programmes amongst other parts of the Group.
Our client, a successful retail consultancy, needed help to manage business development communications with a well-defined list of prospect companies.
With a relatively finite yet well-defined list of target companies, the importance and timing of the message to the right people was key to delivering a successful service to our client. We researched contacts within prospect companies and identified topics of interest and created collateral and accompanying messages to maintain and nurture these prospects. We defined a marketing calendar around key events in the industry and timed our outbound communications to provide the best chance of setting up meetings with senior officers in prospect companies.
Over time we were able to set up a number of meetings for our client with senior officers at target prospect companies. One of these meetings was with Sainsbury’s who commissioned our client to work on its service counters strategy. The initial project ‘Great Food and Great Conversations’ was well-received and thereafter our client received multiple engagements across the Sainsbury’s Group.