Planet Earth Cleaning - Forrest Marketing Group
Prospecting, lead generation and market research services for Cleaning Company the Planet Earth from Forrest Marketing Group

The Planet Earth Cleaning Company case study

“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”

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The Planet Earth Cleaning Company is a leader in sustainable and environmentally friendly cleaning.  Despite initial concerns in using 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. As well as its impact on the environment. Furthermore they were the inventors of the, now infamous, eco-bin.  John Engalander, the Founder, is a thought leader in the ‘green’ space. He 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. The purpose was for them to conduct site inspections and provide obligation free quotes to businesses throughout Melbourne.



To date, we have worked a total of 3066 hours. Presenting Planet Earth Cleaning to 12,904 decision makers within their target market.



Qualification criteria included a number of criteria. A minimum office size. The number of staff. As well as the number of times they currently have the office cleaned each week.  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. We asked 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 4 key points. Their exceptionally high standards of service delivery. The fast response rates. Their flexibility as well as their reduced waste costs. Planet Earth encourages their clients to take responsibility for their carbon emissions and waste. 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.



Planet Earth has been thrilled with the quality of our leads and our management of their marketing campaign.  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 cost effective growth strategy.

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