Project Title:
Researching and building a direct marketing database
of companies within the call centre market – target occupiers
for Communications Point, a new office development in Stoke-on-Trent
Client:
Lambert Smith Hampton on behalf of Gladman Developments
Business Requirements
- Communications Point was a 46,000 sq. ft. brand new office development
in Stoke-on-Trent, designed specifically for call centre occupiers.
- Lambert Smith Hampton commissioned us to build and research a unique
database of companies operating within the call centre market.
- At the time of this research – and, indeed, even now –
the call centre sector, although a significant growth area, was
not an easy market to define by traditional data sources, as it
comprises both those companies that provide an outsourced contact
centre service as well as the array of companies and organisations
that operate a significant in-house call centre function.
Project Outline
- To obtain a good understanding of the breadth and depth of the
target market and to source data through various avenues of research
including magazine subscriptions, to meet the research specification.
- Working closely with the client, we pared this initial database
down from 2,400 to 800 contacts and pre-qualified them through telephone
research, identifying their role within the call centre market –
call centre in-house user or service provider – and profiling
the decision-making contacts within the company.
- Shortly after the mailing, we conducted follow-up telephone research
to obtain feedback and test recall of the brochure, to establish
interest and call centre requirements, and to generate leads.
Project Outcome
- Communications Point was let to the Department of the Environment,
Transport and the Regions and the database was successfully used
for a number of other call-centre related developments within Gladman
Developments’ portfolio.
"Carousel actually telephone-research every
company and every contact, which means that we get a database tailored
to our specific requirements, as opposed to just a mailing list. Their
intelligent use of information and the depth they achieve within the
database, enable us to target companies on a number of levels through
repeated direct marketing activities. This provides us with qualified
leads and gets us first through the door of a company, often before
their requirement is even out in the market place."
Jason Adderley, Lambert Smith Hampton
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