1. How do you want to grow your organisation?
Membership and Affinity Partnership Marketing
Gent Beecham Consulting & Marketing
GENT BEECHAM : MAKING STRATEGIES REALITY

2. Your biggest challenges
You’ve told us about your organisations
2. Demonstrate membership value
Develop meaningful
benefit programmes
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3. Speak to your members
Build effective
communications
1. Grow your income
Recruit new members
and keep them longer
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GENT BEECHAM : MAKING STRATEGIES REALITY

3. Are your communications working together?
Great customer experiences require excellent communication

95% of commercial organisations
believe service is their key differentiator
(Adobe Intelligence Survey)
Only 18% of Google’s top-ranking
sites are mobile and tablet ready
(Google)
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72%
of online customer
enquiries are never
called back (Forbes)
Are you really ready to do business
with your customers when they
want to do business with you?
We can help you to decide
GENT BEECHAM : MAKING STRATEGIES REALITY

4. Let us help you to decide
Programmes tailored to match your organisation

① Deep-dive audit
② Value proposition
③ Markets and segmentation
④ Growth opportunities
⑤ Database and CRM systems
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03. Implementation
02. Strategy & planning
01. Analysis
① Strategic plans
② Financial and sales models
③ 1/3/5 year marketing and
campaign plans
④ Branding/identity strategy
① Lead generation
② Websites/e-marketing
③ SEO/PPC and social content
④ Branding and creative design
⑤ Evaluation and reporting protocols
GENT BEECHAM : MAKING STRATEGIES REALITY

5. Simple, flexible & effective
Our
Customer
01
03
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01. Gent Beecham Limited
At the heart of your solution, Gent Beecham
brings over 18 years of leadership and
specialist marketing expertise in lead
generation, project management, CRM and call
centre solutions.
03. Our network of partners
Our partners offer the scalable capabilities
required to deliver end-to-end solutions. We
only work with specialists in telesales, online,
branding, digital and CRM solutions.
02. Our associate consultants
Our network of qualified, specialist consultants
are on-hand to advise on areas such as
regulation, compliance and law. By working
with you we build exactly the team of experts
your strategy and plans requires.
We understand what makes successful
partnerships tick and put you at the
centre of our work.
Tailored to your specific challenges, we
work collaboratively with you to deliver
accelerated lead generation, boost your
membership sales and increase
membership retention.

Industry-leading
providers and partners
FCII & Cert CII
qualified associates
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Making Strategies Reality
GENT BEECHAM : MAKING STRATEGIES REALITY

6. New division launched to rural & SME markets
Portfolio: CRM, branding, lead generation and digital marketing
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Online enquiries and telesales lead generation in new sectors
New business start-up digital
and telesales lead generation
From initial concept, this project was
launched within 12 months and comprised:
• Brand, identity and proposition
• Business culture, values and ethos
• Team recruitment and training
The marketing plan delivered:
• New team of telesales and
sales advisers
• Salesforce system implementation
• High data to lead ratios
• On-target telephone and online leads
Telephone DM contact rate
71%
Offline/online lead generation
85%/15%
Telephone/sales conversion
36%

Brand guidelines (top), rural policy (bottom)
Lead generation
targets achieved
within 3 months
GENT BEECHAM : MAKING STRATEGIES REALITY

7. New partnerships won and launched
Portfolio: Building society insurance website and telesales launch campaign
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Financial sector digital and
telesales lead generation
Saffron Building Society is one of many
new affinity partnerships won, branded,
launched and delivered with leading
insurance brokers over the last 10 years.
Winning this partnership required:
• Competitive tendering
• Dedicated project team
• Launch strategy
• Online and offline marketing plan
• Project management
• Insurance product review
• Retail website
• Training roadshows for
branch staff and telesales teams
• In-branch point-of-sale

Start-finish delivery time
8 months
Digital and telephone engagement with existing members
Saffron Building Society
Personal and commercial proposition,
launched to 124,000 members
Designed and created in partnership with
Brandex Marketing
GENT BEECHAM : MAKING STRATEGIES REALITY

8. Growth in specialist partnerships
Portfolio: Multi-million pound pipelines created with insurance broker partners
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Trade association and
affinity pipeline generation
Talking to your members requires
listening and understanding their world.
We have built robust sales and retention
pipelines, carefully designing each
customer journey to ensure a smooth
transition between online and telephone.
So your new members are found, won
and kept.
Making telephone and CRM technology
work intuitively for your advisers, allows
your members to engage with you more
easily and conveniently.
Specialist partnerships developed with:
• RAC – truck, van and fleet operators
• NICEIC – electrical contractors
• Denplan – private dental practices
• First Practice Management - GP’s
• Federation of Small Business

Leading association
brand names
GENT BEECHAM : MAKING STRATEGIES REALITY
RAC Business Insurance
SME proposition, online
and offline channels
Trade association and SME engagement experts

9. Focused marketing expertise
Multi-disciplined delivery
04. Offline distribution
• High quality data
• CRM system
• Campaign management
• Conversion rates (L:Q, Q:S, NTU, Lapses)
• Lead re-contact
• Advisory scripts
• Incentives and bonus schemes
05. Digital engagement
• SEO/PPC/SEM
• Content creation
• E-marketing
• Social Media/blogging
• Enquiry forms
• Offline follow-up
06. Member benefit partners
• 1/3/5 year financial & sales plans
• Management processes
• Partner engagement
• Low membership penetration
• Product and proposition
01. Strategy and planning
• Business/division objectives
• Marketing strategies
• Financial & sales models
• Process flows
• Marketing budgets
02. People and teams
• Team recruitment
• Culture, values and ethos
• Motivation and training
• Managers are team leaders
• Communicating the business plan
03. Product and proposition
• Products and services benchmarking
• Advisor product knowledge
• Customer feedback/ NPS
• Customer brand advocacy
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GENT BEECHAM : MAKING STRATEGIES REALITY

10. Next steps to start growing your organisation
So when you’re ready to begin
① MEET
Book your initial FREE
workshop to meet us and
explore how Gent Beecham
can best help you.
Let us complete a 2-4 week
analysis with you and your
team, understand your
challenges and report our
recommendations.
Once implementation plans,
costs, objectives and targets
have all been agreed, we will
set to work delivering your
individually measured solution.
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GENT BEECHAM : MAKING STRATEGIES REALITY
② ANALYSE
③ IMPLEMENT
Take a step forward.
And speak to us shortly.
How to get in touch
m:
+44 (0) 7983 377080
e:
simon.gent@gentbeecham.co.uk