FANUC: Using InMail to Drive ROI From Trade Shows

The Challenge

To help maximise FANUC UK’s attendance at MACH 2018, specifically driving interest for the company’s ROBOCUT EDM wire cutting solution, a product which only sells circa 130 units each year in the whole of the UK market.

 

The Idea

WPR devised a campaign which involved focusing on one specific product area, driving awareness and on-stand meetings using LinkedIn.

 

We audited and optimised the ROBOCUT product manager’s LinkedIn account with new copy, imagery and long-form posts, before launching a series of highly targeted LinkedIn InMail campaigns to engage potential customers and encourage them to book a meeting.

 

The Results

  • For a small £750 promotional spend we achieved:
    • Six confirmed bookings for on-stand meetings
    • 2,426 InMails sent, with an open rate of 56%
    • £0.31 cost-per-send (against a LinkedIn average of £0.70)
    • 89 clicks to a booking form on the ROBOCUT product page (vs. KPI of 60)
    • An InMail click-through rate of 6.511%
    • 228% increase in the product manager’s LinkedIn profile views, week-on-week from C-suite customers
  • The majority of clicks were from managing directors, owners and production managers
  • Clicks included individuals from Jaguar Land Rover, Bakkovar, Babcock, Weetabix, Siemens, ABB, Cultech, Arbonne and Dyson