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Client Spotlight - The Planet Earth Cleaning Company

Friday, May 24, 2013 Back

The Planet Earth Cleaning Company is a leader in sustainable and environmentally friendly cleaning.  Despite their dislike for telemarketers, Planet Earth engaged FMG to run a telemarketing campaign.

Planet Earth has a completely green operation, using only natural products and ensuring that the back of house function is completely carbon neutral.  They also help to manage and reduce commercial waste and its impact on the environment and were the inventors of the, now infamous, eco-bin.  John Engalander, the Founder, is a thought leader in the ‘green’ space and regularly presents and speaks at national functions.  

Campaign Strategy

The focus of the campaign is to set appointments for Planet Earth's sales and management team to conduct site inspections and provide obligation free quotes to businesses throughout Melbourne and its surrounding suburbs.


To date, we have worked a total of 405 hours and presented their business to 3,040 decision makers within their target market, an average of 7.5 presentations with decision makers each hour.


Qualification criteria included a minimum office size, number of staff and number of times they currently have the office cleaned each week.  We found that 48% of prospects we spoke to did not require cleaners more than once per week or were too small to meet this qualification criterion.  The high percentage of prospects who did not qualify is a direct consequence of the strategy to find ‘good quality’ clients who would prove more profitable than targeting the smaller end of the market.


As part of the script we were able to identify areas of pain or frustration by asking how happy prospects were with their existing cleaners and in which areas they were dissatisfied.

Unique Selling Point

The message we delivered on behalf of Planet Earth included their exceptionally high standards of service delivery, fast response rates, flexibility and reduced waste costs. Planet Earth encourages their clients to take responsibility for their carbon emissions and waste and this is a unique message in their market.

Level of Interest

Only 24% of decision makers spoken to were not interested in learning more about their services. In this competitive market, the percentage of prospects not interested is more likely to be around 70%.  The high level of interest generated during this campaign is testament to the script and strategy that Planet Earth and FMG developed.

Leads Generated

In 405 hours of work, we have generated 381 opportunities including 101 appointments and 201 warm leads.  Planet Earth has been thrilled with the quality of our leads and our management of their marketing campaign.  They have already attended 64 appointments of which 55% have been identified as open opportunities and 30% are expected to convert into sales within the next couple of months.  Planet Earth says once they win a new client they “retain clients forever” which makes the approximate costs of $1,000 for each new client gained through this campaign a very cost effective growth strategy.


"FMG are a highly professional company and easy to work with. I love their reports which provide a clear snap shot of the weeks' results. FMG are an excellent fit for us and I would absolutely recommend them to any organisation with a telesales requirement"

Read more about our Appointment Setting Campaigns

If you would like to learn more about Planet Earth visit:

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