Foster & Cranfield, auctioneers of financial assets, primarily traded endowment policies.
A major marketing opportunity on a low key budget.
The tasks:
- Increase the awareness of the Foster & Cranfield brand on a modest budget
- Create an advertising campaign to encourage people to sell their endowments through Foster & Cranfield
- Design and implement an effective website
- Generate sufficient number of calls to deliver the relevant number of policies for each of the weekly auctions.
- Monitor the response to improve on media selection, copy and cost efficiency of the campaign
- Integrate the advertising with PR activities
- Generate more business for Foster & Cranfield and increase their share of the TEP market
Positive Results.
In spite of fluctuations in the TEP market Foster & Cranfield have advertised continuously. The higher the investment the more cost efficient the response.
The result has been a constant flow of policies for their auctions. At one stage advertising was trebling their business.
Responding to the recent TEP market downturn, we are now successful focusing our advertising on home reversions (equity release).