Our Customers' Stories
Campaign:
Virgin Media Business gets customers talking
Video of Virgin Media Business' customer, Countrywide featured on CIO Magazine's website, CIO.co.uk
Background:
Virgin Media Business had a strong and loyal customer base but wanted to place greater emphasis on promoting their experiences and stories across the marketing mix.
Objectives:
- Audit the existing customer reference programme and make recommendations for a new programme
- Create a customer advocacy programme to support the Virgin Media Business brand
Strategy & Plan:
- Create a customer advocacy strategy mapping onto the business and marketing plan
Results:
Following recommendations, an integrated customer advocacy programme was created. It was developed to target and engage with innovative customers from key vertical sectors. Selection criteria were specified with customers: who embody the Virgin Media Business brand values; and could demonstrate the benefits derived from the solution that overcame their particular market challenge. Famous4 Communications worked closely with Virgin Media Business' marketing team and sales account managers to identify suitable customers. Critical to this process was ascertaining and tailoring benefits that each customer would derive from being an 'advocate' i.e. not just what would benefit Virgin Media Business.
- High-production, broadcast video customer case studies followed by strategic marketing placements. For example, Virgin Media Business' first joint speaking opportunity with a customer, NHS North Somerset, was placed at the UK's largest healthcare conference, HC2010.
- Sara Doggett, PR manager at Virgin Media Business commented, "Famous4 Communications has created a customer advocacy strategy to nurture and showcase the strong relationships we have with our customers. The result is that both the customers and Virgin Media Business are benefiting from multiple marketing placements."
- The new customer advocacy programme gives a holistic view of the customer from a marketing perspective which:
- educates potential customers and industry influencers on how Virgin Media Business' proposition benefits customers in the mid-market, large enterprises and the public sector
- strengthens relationships with existing customers to generate organic account growth
- attracts new customers
- Doggett summarised, "B2B marketing needn't be dull, we feel that we are getting our customers to communicate and be advocates for us in a conversational and entrepreneurial style that not only fits our brand - but most importantly meets our customers' objectives too. As a result, our customers telling their stories, whether via video, social media or in person - is having a demonstrable return on investment."
If you want to find out more, contact us