TMP Magnet are delighted to announce that our entry to the Chartered Institute of Marketing's (CIM) Marketing Excellence Awards 2011 on behalf of our client, Dyno (part of British Gas), has been short-listed as a finalist.

The Marketing Excellence Awards focus on rewarding outstanding marketing from a range of industry sectors. Other finalists in Dyno's category include Rolls-Royce, Duplo International Ltd, and BAM Nuttall, and finalists within other categories include Barclaycard, RBS and Britvic Soft Drinks, and so we are clearly in excellent company.

The entry detailed how TMP Magnet made the print directory medium Dyno's best performing channel through a combination of sophisticated micro-level planning and customer insight which led to a new creative featuring the iconic Dyno van. Leads increased 14% YOY and were 24% over-target whilst cost per lead declined by 12%. All of this in the context of declining directory usage and reduced budgets.

Lara Daniell, Marketing Manager at Dyno, commented:

TMP Magnet's results speak for themselves… the directory programs they strategically plan, manage and execute for Dyno-Rod account for over 50% of all our direct marketing leads. When competitors are aggressive and budgets are limited we need programs that work harder and smarter – TMP Magnet consistently deliver.

The winners will be announced at a glittering ceremony at the prestigious Grosvenor House Hotel in London on 23 February 2012, and so we all have our fingers crossed for then.

If you would like to find out more about the awards, previous winners, the judges and other finalists, please go to www.cimawards.co.uk

In July 2010, TMPMAGNET embarked on research to investigate consumer behaviour within two specific areas. The first project centred on the insurance market (for both home and motor). The second investigated the behaviour of consumers when they're faced with a domestic emergency, such as boiler breakdown, a burst pipe or a blocked drain.

To begin, we looked into the ways people search for companies to fulfil their needs in these areas. Then we assessed the key factors they consider when making a selection. And we examined the role the directory channel plays within the consumer journey. We conducted the fieldwork using incentivised emails, directing respondents to two separate online surveys.

Here's a summary of our key findings from both research pieces:

Insurance

• Brand loyalty is limited within the category
• Pricing has a critical effect on channel usage
• Directories still deliver significant volume

Emergency

• Trust and recommendations are key in emergency situations
• Pricing and locality are also important factors
• Directory usage is still very strong

We presented our findings at an evening seminar for clients. The event was a huge success, enjoyed by all who attended. We're currently working on two white papers, which will summarise our discoveries.
For more information, please contact rupen.shah@tmpmagnet.co.uk and he'll get in touch to share the research.