Breaking Barriers & Overcoming Regulatory Hurdles: How Telemarketing Helped Revolutionise Fire Safety

Our client manufactures advanced water-mist fire suppression systems, a revolutionary technology designed to significantly reduce fire-related casualties. The apparatus is engineered to provide a modern alternative to traditional sprinklers by detecting fires earlier, activating faster, and delivering better results for people and property. Additionally, the device is eco-friendly, using no chemicals and 10 per cent less water than traditional systems.

Our journey with the innovative organisation began with a highly successful partnership with a regional installer championing the water-mist suppression system in domestic settings. The partnership, aimed at promoting the product to architects and arranging Continued Professional Development (CPD) sessions, was a resounding success. Blueberry’s work was so effective that the installer we worked on behalf of introduced us directly to the appliance manufacturer – resulting in a powerful collaboration.

What They Needed

Despite being a member of the  Fire Industry Association, a major fire protection trade association in the UK, our client faced a unique challenge. Their fire suppression system, being so progressive, did not conform to conventional British Standards. This obstacle meant the company initially struggled to gain acceptance from Building Control and Approved Inspectors.

Our task was to shift perceptions, educate the gatekeepers, and pave the way for wider adoption. Our client wanted to increase awareness and understanding of their product among key regulatory decision-makers. They believed that securing approval for more fire suppression projects could help them overcome market scepticism. To achieve this, they sought a strategic outreach approach centred around targeted Continuing Professional Development (CPD) sessions to inform and engage stakeholders in the building, construction, and fire safety sectors.

What We Did

Blueberry developed a multi-layered telemarketing and engagement campaign, utilising online CPD webinar sessions to educate and build trust. Our team created a bespoke database of decision-makers by merging data from previous registrants through online research, conversations, and follow-up emails. This became central to the ongoing campaign’s success.

We targeted our outreach by engaging with Building Control and Approved Inspectors to explain the many benefits of our client’s apparatus. We promoted CPD webinar sessions, facilitating live Q&A discussions that enabled our client to address any pressing concerns and misconceptions. Our approach began to reshape perceptions. What was once unfamiliar and met with resistance in some circles became understood and accepted. We expanded our scope to include architects whose influence can sway project approval and who often recommend fire safety systems to clients and fire safety managers.

We conducted a UK-wide campaign to address hesitancy in London after Grenfell. In Scotland, we launched a dedicated campaign that utilised changes in regulatory guidance to foster stronger engagement. Given the evolving nature of legislation, we supported continuous outreach, providing our clients with updated data and insights while addressing new objections as they emerged.

Blueberry’s campaign spanned various regions of the UK, with Scotland and London being the most significant.

Scotland’s Success:

Our Scotland campaign was highly successful, partly because the region updated its fire guidance documents. This made it easier for key decision-makers to understand and trust the fire suppression system. Furthermore, the revised guidelines lessened hesitation and increased the confidence of regulatory bodies in approving projects. As a result, CPD sessions in Scotland experienced strong engagement, and stakeholders were more receptive to the product.

London’s Challenges:

London represented a more challenging market to penetrate, mainly due to the heightened scrutiny that followed the Grenfell Tower fire. In contrast to Scotland, where guidance was clarified, the UK-wide regulations were changed by removing sections instead of adding explanatory details. This ambiguity heightened the hesitation among Building Control and Approved Inspectors, who questioned the effectiveness of the apparatus in high-rise buildings and the potential risks linked with its installation.

However, our team did not allow these challenges to stall our progress. Instead, we focused on targeted conversations, educated decision-makers, and ensured their questions were addressed during CPD sessions. Even in this tough sector, we secured live session registrations, handled follow-up queries, and found excellent leads for our clients to pursue.

Our efforts paid off. Overall, both campaigns were a resounding success, generating impressive results that directly influenced the company’s ability to drive industry-wide acceptance of its fire suppression device. We saw a significant increase in awareness and understanding of the product among key regulatory decision-makers, leading to a greater number of approved fire suppression projects.

Total Campaign Outputs:

• 30.5 days of active engagement
• 1,033 decision-makers confirmed or added to the database
• 620 direct conversations (decision-maker speak-tos)
• 241 warm leads (38.87% of conversations had)
• 239 live CPD session registrations (38.55% of conversations had)

Regional/Sector Breakdown:

• Scotland Building Standards: In only 3.5 days, we reached a 76% conversion rate from speak-to’s to registrations.
• England Building Control: Over 15 days, 40.84% of conversations led to live CPD registrations.
• Architects: High engagement, with 47.57% of conversations progressed to warm leads.
• London Challenges: A continued push was necessary, but we made steady progress throughout the campaign.

Added wins included securing three requests for customised in-person CPD sessions, indicating a deeper interest in the product. Our team developed a comprehensive database of decision-makers, enhanced our client’s brand awareness, reduced scepticism, and improved acceptance among key stakeholders.

Fire safety legislation continues to evolve, bringing new objections, opportunities, and constant communication within the sector. Our client is dedicated to independent testing to support every claim, and Blueberry stands with them, ensuring that key stakeholders stay informed and supported. With persistent efforts, our client can continue dismantling barriers and enhancing the adoption of its product across the UK.

Are you looking to change beliefs, educate key stakeholders, and drive the adoption of your market solution or product? Blueberry Marketing Solutions can help you break through barriers and achieve outstanding results. Call us on +44 (0)113 487 7013 or email us at info@blueberryms.co.uk 

[Copyright © 2025 Angela Kunawicz & Blueberry Marketing Solutions. All rights reserved.]