Worapay (now Wiopay) is a fintech B2B mobile payments service provider that helps retail business reduce customer queuing time. When it approached us, Worapay was already running successful trials with the in-house caterer of UK-based Lloyds bank. The trial was to enable staff to pre-order food and drinks from the in-house cafe/restaurant across several Lloyds Bank offices in the UK. This helped ensure employees spent less time queuing in the working day. Worapay wanted to create more trials and find more partners at other catering companies and so approached us to help them start a conversation with these prospects. Worapay knew the exact companies and people it wanted to reach so a hyper-targeted, account-based marketing approach was required.
FINTECH PAYMENT PIONEER WORAPAY WANTED TO INCREASE ITS PROFILE AMONGST A VERY SMALL GROUP OF PROSPECTS IN THE SERVICE & CATERING INDUSTRY
SO WE DEVELOPED A FOCUSED ABM (ACCOUNT-BASED MARKETING) APPROACH TO GRAB THE ATTENTION OF THEIR PROSPECTS
We knew that we had to do something impactful that quickly got the attention of the target prospects and conveyed the benefits of Worapay to them. With that in mind, we set about creating an infographic that was then put into high-quality reusable coffee cups. The coffee cups fitted well into the theme of what they did, they were useful to the recipient and the infographic would be seen multiple times when the cup was being used. We packaged the cups up in boxes with teaser ‘belly band’ messages wrapped around the box to pique the person’s interest. Each cup was also sent with a personalised letter and dedicated URL in the letter. We then build personalised, trackable landing pages for each recipient so that we could track page views.
The campaign was a great success. The target prospects really liked the fact that we had sent them something useful and connected to what they do. Feedback to Worapay was overwhelmingly positive as prospects liked the novel approach. Most of all, the campaign enabled the sales team at Worapy to then follow up with the target prospects and begin a series of conversations that they otherwise would not have been able to do without this door-opener campaign.