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Seminars lead to sales growth

The situation 
DuPont Safety Resources (DSR), the work safety management consultancy unit of DuPont de Nemours, wanted to generate sound, qualified sales leads for its teams in Europe, South America, Middle East and Africa. It asked DA to come up with a cost effective way of communicating services to potential customers and to grow existing customers' businesses by informing them of additional service offerings. Established in 1970, this DuPont consultancy has worked with more than 1,600 companies, in many industries, in developing tailored safety systems that have helped its clients reduce accident rates by an average 80 per cent.

The solution 
DA worked with DSR to develop a format for half day, free-to-attend seminars to be held in key cities in Europe, the Middle East, South America and South Africa. Attendees were carefully selected, vetted and telemarketed. A menu of presentations was prepared to communicate the key messages of different service offerings; delegate packs, including data capture and evaluation forms, were distributed to attendees.

The results 
A programme of fifteen seminars was carried out in one year, with a total of 258 delegates attending venues around Europe, Brazil and South Africa. Based on the information gathered from all evaluation forms, a total of 81 companies expressed a strong interest in further information on the DSR services or, indeed, requested a meeting. This translated into a very positive 32 per cent response rate and a database of well-qualified, hot leads for the client to develop.