Bemis
Filling the lead pipeline for a flexible packaging leader</p
What we did
Marketing automation and strategy | Content creation | Direct marketing | Booth theming and execution
The challenge
Bemis, which Amcor acquired in 2019, is a global force in flexible packaging products, including such specialties as self-venting cook-in-bag packaging, vacuum packaging for meat products, puncture-resistant, sterile medical packaging, and pressure-sensitive materials.
To play to its strengths and differentiate in a commodified packaging environment, Bemis had refocused its branding to highlight its total solutions approach, backed by such elements as inventory stocking programs, on-site technical assistance, and expert, consultative customer service.
To leverage their brand advantages into more sales, we were asked to create and execute a program to build a pipeline of qualified leads from its key segments within the food industry.
After a few deep-dive sessions with the Bemis sales and marketing team, we recommended three strategic initiatives to pursue specific audiences within their important food industry segments:
Building Bemis’ reach and reputation with a set of small-to-medium-sized dairy and meat producers who seek more flexibility and support from their packaging suppliers by offering a program of bundled services specially tailored to these SMBs. Because the target list was relatively small and well-defined, we recommended a dimensional direct mail program with a premium item that would have long-term value, induce engagement, and warm up prospects for follow-up calls from the sales team.
Creating more engagement from a broad set of dairy and cheese manufacturers through a multi-touch effort linking customer challenges to Bemis’ strong product/service offering. By understanding the key operations persona’s challenges in the selection process, we developed a digitally driven content marketing program, employing our EIC framework (educate, inform, confirm).
Maximizing a face-to-face opportunity to engage with all kinds of prospects and customers at PACK EXPO International, the industry’s largest event. To rise above a sea of 2,500 similar-sounding suppliers—all using the same recycled, product-focused talking points—we recommended focusing on what interested them most: their consumers, their industry trends, and finding new ways to stay ahead of the curve. The booth’s customer-focused narrative combined research with thought-provoking consumer statistics to tell a story that educated audiences and illustrated how Bemis could help them respond to future market trends.
Micro-targeted DM to small-to-medium-sized dairy and meat producers: From the small target list of 111 SMBs, this effort generated multiple visits to the landing page and led to five face-to-face conversations with the sales team.
Multi-touch lead generation campaign to a broader set of dairy and cheese producers: The click-through rates for each outreach met or exceeded industry averages, with conversion rates that reached as high as 23%; the program filled the funnel with interested prospects ready to learn more.
Face-to-face effort at PACK EXPO: Overall booth engagement rose 60% compared to the previous year, leading to 474 newly scanned prospects—the Bemis team’s best performance at PACK EXPO to date.
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