Smarties have the answer for Outsmart Agency’s New Business pipeline

At Outsmart, we constantly bang the drum to all of our clients that the key to successful marketing is in the targeting. Get this right combined with engaging creative and appealing messages and the results will follow, and we have the results to prove it.

We have therefore been recently practising what we preach in our own new business marketing activity in order to open new doors, with relevant targeted contacts to introduce Outsmart to them and showcase how we could help their business.

Our new business approach always has to meet the following criteria:

  • ‘Memorable’ – Something that will get through the ‘gate keeper’ and land on the contacts desk
  • ‘Makes sense’- Can deliver the message without being too ‘out there’
  • ‘Has personality’ – says something about us and what we’re like as people
  • ‘Measurable’ – we needed to be able to follow up the activity and create the hook for a meaningful conversation, ultimately, not just a raised eyebrow

So, roll forward a month and we’re in the middle of our Smarties campaign that is already opening doors and creating opportunities . We’ve used a range of on and offline techniques that all fall under the ‘Outsmart Breakthrough Process’, namely:

  • Communications sent to a targeted database of 250 marketing decision makers in the Yorkshire region
  • A physical pack of Nestle Smarties to make it memorable accompanied by a hand signed personalised letter
  • A PURL – each recipient then received a Personalised URL (PURL) linked to our own website that contained a unique to questionnaire to find out more about their marketing needs
  • A follow up phone call from Tony, Outsmart’s Business Development Manager to open the verbal dialogue and generate meetings

Andy Taylor, Outsmart Managing Director said: “It’s a tough climate and we’re a young business – it is not an option to rest on our laurels and just hope for the best. The Smarties campaign is a way of generating results for ourselves, namely awareness and engagement amongst the types of companies we feel we can truly make an impact with. The steps we’ve followed show we practice what we preach. Our existing clients have also loved our pro-active quirky approach.”

That’s all well and good but what about results aside from the ‘smile’ factor? It’s early days but the Breakthrough has generated some great responses… “The most delicious introduction I’ve received”“Oh yeah the Smarties People” have been some of the comments heard by Tony when he’s been speaking with the decision makers.

With several creds meetings already held and more plotting in the diary over the next few weeks, signs are that perhaps Smarties do have an answer for Outsmart as they’re opening doors to some sweet opportunities.

To find out how applying a #smart approach can open doors with your target audience, get in touch with our team today. Call Lucy on 0113 2473966 or email