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Paul Riley previously worked for a water softener manufacturer and saw an opportunity to branch out on his own. In May 2004 he opened a shop in Harpenden and as luck would have it the shop was just around the corner from the DOR-2-DOR headquarters. He kept seeing the delivery van drive past and after contacting DOR-2-DOR his business has never looked back.
Initially he used a newspaper campaign to promote the opening of the shop but after this failed to provide adequate results, Paul turned to DOR-2-DOR who developed an alternative strategy to create awareness and achieve sales.
They used 10,000 colourful double-sided leaflets which were distributed in Harpenden and Wheathampstead. The modern look and 'bubbly' style appealed to a wide cross-section of the market and the familiar image of the shop-front was reassuring to the older generation who might not have trusted a leaflet with simply a number to call.
Result The campaign generated 25 enquiries resulting in 12 sales. This was well above of the national average for the water industry of 1 sale per 1700 leaflets.
Following this success, Total Soft Water has become a regular DOR-2-DOR customer, distributing 100k of leaflets in the last three months in the nearby areas of St. Albans and Welwyn Garden City. When a customer service telephone support centre was set up by Total Soft Water at their branch in Biggleswade, Bedfordshire the leaflet was re-designed to reflect this important development in customer care, and the leaflet distribution was extended to this locality. With 3 branches already together with plans to develop the business as a franchise, the future is bubbling with success. And DOR-2-DOR will be on hand to provide the important letterbox marketing support required for the launch of each new branch.
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