CASE STUDY: 'Getting to No. 1' for Door-Stop by MRA Marketing

Summary
Established in 2008, composite door manufacturer Door-Stop is now the market leader in its sector. The foundation of its success is www.door-stop.co.uk and its unique online ordering system which configures 942,992,409,600 doors and plugs into production/logistics to offer an unmatched three day delivery service.

Success for Door-Stop has come from its careful consideration of marketing strategy. The plan for 2010-11 involved promoting use of its website, making ordering the right door (using the online “configurator”) simpler and easier, and integrating all marketing campaigns and materials to attract new customers, increase sales, achieve turnover of £16m and become market leader.

Feedback led to redesigning the configurator and developing it into a plug-in quoteengine for customers’ own sites, to generate leads. These initiatives (plus a discount promotion) were communicated to market in bursts of two-three months, over print and online PR and advertising, direct-mail postcards, faxes and emails, driving traffic to the website. The campaign was remarkably successful; resulting in an increase of online orders from 53 per cent to 90 per cent from April 2010 to April 2011and attracting 1,698 new customers while existing ones bought 40 per cent more – far above the initial objectives.