Perfectly Targeted Marketing Case Study Customer insight from Blue Sheep ignites Fire Protection Online’s new direct marketing strategy THE SOLUTION Established in 2007, founder and Director Jon Butt claims Fire Protection Online has achieved the same for fire extinguishers and fire safety equipment as Amazon has done for retail. Namely, greater choice, a better customer experience and extremely competitive pricing. As the UK’s top online fire safety supplier, Fire Protection Online’s customers include the BBC, Buckingham Palace, Google and McDonald’s. Even so, Fire Protection Online’s services are as relevant to SME business owners as multi-national corporations. In 2017, Fire Protection Online approached Blue Sheep to provide a foundation of accurate customer insight for a

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