Better targeting for Lucy

Lucy supplies Ring Main Units for the construction industry.

With a desire to increase its presence in the private sector, Lucy had already tried a direct mailing programme which had delivered very little response. How could they target the same audience with better success?

We felt the solution needed to intrigue the audience. It was a classic case of less is more. So, with an initial objective of generating five new business meetings with key decision makers, we designed a series of 3-D boxed mailers to be sent to a targeted group of prospects.

The messages were simple, direct, entertaining and, crucially, very memorable.

The results were memorable too. After just two mailings we had recorded a remarkable 40% appointment rate.