Ainsworth had developed a 3-way contact centre for its customers to track query resolution for any building maintenance issues: email, web-based and live operator call centre.
Hydrogen Creative was hired to develop a launchpad for the program, not as a customer service tool, but as a marketing tool to close more business. This included naming, positioning, messaging and execution of the marketing tools, comprising: a launch information kit, advertising, multimedia presentation, online tour and promotional incentives.
In the branding and communications platform we focused on the most common issue faced by large syndicated developers - troubleshooting and downtime - and promoted a one-to-one gateway for Action and Response that could not be matched by a local contractor due to the high cost of infrastructure and maintenance of the program.
The messaging of One-to-One was a classic method of putting the customer at the centre of the universe in our Touch Marketing model. Ainsworth reported an uplift of 15% in sales post launch and the Action Centre is a key feature of its sales closing strategy.
