Brand: Lucy Switchgear
Agency: InTouch Marketing
Objectives: Lucy Switchgear provide switching and protection solutions for electrical distribution systems. Previously 95 oer cent of Lucy Switchgear sales were to utility companies. To support their growth strategy they were attempting to enter the commercial property market, a new channel for them and one dominated by their main competitor. The objective was to achieve five new business meetings with key decision makers.
Target audience: Research showed that the key decision makers in the commercial property channel were a group of 1200 mechanical & electrical engineering consultants.
Solution: We convinced Lucy that a braver approach to the creative solution would be more successful than a conventional flat printed mailer. We felt the solution needed to intrigue the audience and at the very least catch their attention so that a follow up call would have a head start. In our experience, the more unusual or unexpected the piece, the more memorable it becomes. Thus it serves as an ice breaker’ when following up with a cold call.
Description: It was a classic case of less is more. We designed a series of four 3-D boxed mailers to be sent to our prospects over a six week period, each containing a simple object which served to position Lucy Switchgear as safe, experienced and capable partners. For example, one box contained a needle buried in hay with the message “Now you’ve found us can we help you?” A second contained a short and a long straw with the message “Take the guesswork out of picking project partners.”
The mailers were simple, direct, entertaining and, crucially, very visual, scoring highly with the audience in terms of impact and recall. Timescale: The four mailers were staggered over a six week period.
Results: After just two mailings we had recorded a remarkable 40 per cent response rate, exceeding our target significantly. What’s more, research showed that awareness of Lucy Switchgear as a supplier to this marketplace more than tripled.
