RotaDyne manufacture rubber rollers used in lithographic printing presses. It had been working hard developing a bulk stock of rollers that are press ready. These rollers are stored in the company’s warehouse and can be despatched at a moment’s notice, all made to spec and ready to be used upon delivery.

Business Proactive was asked to initiate a lead generation campaign focusing on promoting and generating new business for the press-ready rollers.

RotaDyne wanted to target businesses within a 50-mile radius of its head office in Northamptonshire and a 50-mile radius of the Birmingham Bull Ring. Like most of our clients, RotaDyne has area sales managers; for them, Business Proactive was able to eliminate the process of generating new business, enabling them to concentrate on face-to-face meetings with potential clients, converting leads into orders.

It is vital that the starting data is right to ensure we are targeting the right companies. Business Proactive sourced this through its data supplier. Our criteria were printers with a minimum turnover of £1 million, at least 10 employees and based within the designated geographical location.

We then conducted a warm-up call to identify the key decision-makers within those businesses. This gave us the opportunity to qualify the lead before sending out information and also acted as an information gathering exercise, allowing us to collate email addresses and clean the data.

Using the email addresses sourced in the warm-up process, we sent out some information to introduce RotaDyne and the services it can provide. Because the information was sent to leads that had already been warmed, we saw enquiries coming through even before any follow-up calls were made.

One week later, Business Proactive began a round of follow-up calls to each contact to whom information had been sent. At this point we generated interest, identified future business and contracts, and also booked appointments for direct interest.

Within just three months, Business Proactive generated 48 meetings to discuss new business. RotaDyne automatically saw a return, as orders were placed straightaway.

Following the campaign, RotaDyne has hired Business Proactive to continue the campaign in other areas of the country over the coming year.

"Having set up a project with Business Proactive that exceeded our expectations, we decided to continue with further projects, which are continuing to delight us."

- Peter Smyth, RotaDyne  

To find out how Business Proactive can do the same for you, please contact us.