Full On Marketing

Maximum energy • Optimum results

The Customer

Metsä Tissue is a leading supplier of tissue paper products to households and professional users in Europe. The company distributes products to the “Away From Home” market, through a distributor network, and also to the Consumer market directly. On the "Away from Home" side, they have some 150 distributors currently active in the UK & Ireland.

The Objective

Metsa Tissue has a central marketing function at their head office. They receive corporate and product literature and campaigns from this function and implement them locally. These resources are often not always completely appropriate for the local market, and additional marketing activity is necessary to support the indirect channel model. Having previously gone down the route of a dedicated marketing resource, Metsa Tissue in the local UK office, decided to adopt an outsourced model for its marketing function. It provided more flexibility and the ability to scale marketing activity up or down depending on budgets and focus at any point in time. 


The FOM role (ongoing) is to provide that necessary marketing function, as and when it is required, including:

  • Recruitment of new distributor opportunity, primarily through telemarketing activity
  • Maintaining the Metsä customer database and managing communication with that database
  • Creating and sending quarterly newsletters to the customer base, along with an update email every 2 weeks
  • Initiating, implementing and supporting joint marketing initiatives with the indirect sales channel
  • Conducting product launches: preparing launch material, distributing the materials, following up on response activity and managing the launch locally
  • Production of case studies and a variety of other collateral
  • Management of media activities – media planning, purchasing creation and placement of advertorial, creating and submitting regular editorial
  • Ongoing telemarketing and pipeline management using own internal telemarketing resources, supported with regular direct marketing campaigns

The Results

"Working with a large corporation means that change is enevitable, and through the years of working, the FOM model has evolved and moulded to fit Metsa' Tissue's needs - but FOM has been constantly involved throughout, and provided a flexibility that enables this change easily. Metsa Tissue in the UK has grown from £13million turnover to in excess of £20 million turnover. While there are a lot of factors involved in this growth, one of them is definitely good marketing activity"


What Do They Say?

“Full On Marketing is an integral part of my business. What attracted me to the proposition in the first instance was the flexibility that their “pay as you go” financial model gave me - helping me to balance my marketing activities throughout the year. However, today the FOM resources are key to our success; their input is pretty much sustained throughout the year and we value their contribution enormously.”

Mark Dewick
Sales Director for Metsä Tissue UK & Ireland

Click on the logos to take a look at some of our case studies