Cross-channel marketing enables Mark Group, the energy saving experts, to grow
its brand and acquire new customers
Mark Group was founded in 1974. Pioneering cavity wall and loft insulation in Leicestershire,
it rapidly became the leading domestic specialist in the UK. Having since expanded
to the global market, Mark Group is now a leading installer of renewable energy technologies.
“Experian Marketing Services' ability to implement a cross-channel
marketing approach enabled us to launch a successful combined Facebook and email campaign.
Getting a clearer picture of who our potential customers were meant we were able to
engage with people more likely to be in need of our services." Chris
Fleming, Digital Marketing Executive Mark Group.
Mark Group had historically sourced new customers through its B2B partnerships,
telesales and government grant activity to great success. Changes in legislation meant
that Mark Group had to start looking for new sources of customers and so engaged Experian
Marketing Services to trial new direct channels for targeted B2C advertising and sales.
Over a period of time, using a test and learn approach, Experian ran a series of
campaigns across direct mail, email, Facebook and digital advertising, to determine
their effectiveness for Mark Group. Following initial trials, a series of dual use
email campaigns was launched using Experian’s Consumer demographic insight and
ConsumerView database including best practice processes to test timings and frequency.
At the same time a Facebook advertising campaign was launched targeting individuals
who were also receiving the email campaign.