Developing a Specific Marketing Campaign

Introduction

Based in the North of England, the client is a high-street retailer. Their core business was experiencing a downturn due to economic conditions and a sharp rise in the price of raw materials. To combat this, they had introduced a new service in an attempt to increase turnover, profit and footfall into the shop. The initial signs were promising and the company was keen to capitalise on their early success, which had come through word of mouth, in order to prevent sales from reaching a plateau.

Our Approach

Following an initial meeting and review of their customer base and available budget, we developed a specific marketing campaign with the aim of promoting their service specifically to their core target market.

After considering and discounting a number of traditional marketing techniques such as press advertising, radio, we developed a direct mail leaflet campaign to be sent to selected postcode areas. We project managed the campaign from start to finish, which included:

Sourced and liaised with a leaflet distribution company, including negotiation as to the day of the week the leaflets would be distributed to ensure maximum exposure for weekend trading.
Identified target postcode areas.
Designed, produced and wrote the copy for the A5 leaflet.
Sourced and obtained quotes for print.

Results

Following the initial print run and distribution of 6,000 leaflets, the business saw an 18,000 increase in turnover, which is directly attributable to the direct mail campaign.

Further campaigns in different postcode areas have been produced and the company is enjoying a sustained period of buoyant trading.

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