Ekip (the committed restaurant title): multiply by 2 in 3 months the number of qualified leads

Ekip is a young start-up, issuer of committed restaurant vouchers.

The company forges partnerships with “responsible” businesses and restaurants. Biocoop, Day by Day, Bio c'Bon and Naturalia are among the 3500 committed locations referenced by the application.

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Our objective

The objective for this start up was simple: Convert as many companies as possible to actively engage in more responsible food at the service of employees and, more generally, society.

⇒ From a point of view Outbound, we had to generate qualified appointments with the target and the persona defined during the strategy.

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Overall result over the last 3 months (prospecting started in March): +40 qualified leads generated

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Globally : nearly 6,000 contacts prospected (email + Linkedin)

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The prospecting strategy put in place

Defining the targets

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We had 3 distinct targets:

• SMEs with 5 to 50 employees : it was our number 1 priority. In terms of persona, we aimed at the CEOs of these companies.
• SMEs with 50 to 150 employees : here, the personas of these companies were payroll managers, HRDs, CFOs, CSR managers, and office managers.
• SMEs of all sizes in committed job boards, like Job That Make Sense: we were talking to CEOs.

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Activation channels

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We have set up 2 activation channels:

• La prospecting by email with based on 4 email addresses.
• La Linkedin prospecting with the account of a member of the Ekip team.

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Overall performances

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The most effective campaigns

The first campaign on the 5/50 target

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We focused on the Auvergne Rhône Alpes region because the head office is located in Annecy. We also aimed at Ile-de-France region because part of the team is based in Paris.

The objective : a conversion rate to 0.5% on a volume of 3.2K contacts.

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The results achieved at the end of March :

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Leads generated at the end of March : 17 out of 1384 shipments, i.e. a conversion rate of 1.2%.

The campaign on committed jobboards

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The objective : a conversion rate of 2%. This was lower than for the first campaign because as companies already have a committed approach, it is easier to convert.

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Leads generated to date : 13 out of a volume of emails sent of 639, i.e. 2% conversion.

• An opening rate: 52% vs a goal of 50%.
• A click rate: 17% vs a goal of 5 to 10%.
• A response rate: 28% vs a target of 10%.

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