Lead generation in a niche market- how a connected campaign attracted new business

Newmarket Decorators Case Study

Newmarket Decorators have been offering domestic and commercial decorating services since 1983. They are well-known for their quality craftsmanship and expert service. This decorating company can ensure excellence as they produce the paint they decorate with.

 

After some restoration and renovation work at Cambridge college, local churches and a Victorian ice rink, they wanted to get the word out about their expertise with historic buildings.

Summary

Brief:

Create new business opportunities with Cambridge colleges.

Elements:

  • Copywriting
  • Press Advertising
  • PR
  • Case Study
  • Direct mail campaign
  • Telemarketing

Budget: £1500

Result:

Many meetings set up, One new contract secured worth £20K; Further meetings to follow.

ROI: 1200%

Client Mood: Ecstatic

 

 

 

The Challenges

The target audience was identified as colleges in Cambridge, so the challenge was to get them noticed and introduced, and in the mix when it came to new decorating contracts.

 

We needed to make sure we:

  • stuck to the budget
  • Adhered to GDPR Rules
  • Attracted attention
  • Made connections for future relationships
  • Represented the quality and craftsmanship the brand is known for
  • Delivered tangible results in the form of meetings and pitch opportunities

Our Solution

We suggested a multi-phase campaign including a case study and telemarketing campaign to capitalise on the work undertaken at another college.

Our copywriter created a captivating case study, which our design team made into a beautiful document to circulate. This was a physical product as we felt it needed to be to properly present the business in the right way.

We needed a way to gain attention but still represent the brand and service appropriately, while not contravening gift-value rules at the colleges. We decided on a gorgeous tin of paints, branded with the company logos, which we sent with case studies and a hand-written note, and for an extra personal touch we packaged it in a hand-written envelope. We researched the correct contacts at each college and sent the packages to them.

To start building the all-important relationships, we followed up with friendly phone calls to each person we sent the packages out too.

The Results

The client was very pleased with the professional-looking case study and the branded paint-tins. These were both appropriate for the brand and service, and a very lovely thing to receive.

Our calls we made were well received as people tend to respond well to a friendly, personlised service. High quality gifts always go down well, without breaking the budget in the process.

The calls resulted in many meetings being confirmed with a range of different colleges. We knew that Newmarket Decorators had been well represented even when follow up meeting weren't arranged.  We followed a strict code of conduct from our Ethical Telemarketers' Charter and always aim to make every call useful and enjoyable.

Since the initial meetings, we have now had word that the client has had a new contract confirmed, on an initial project valued at £20K. That represents a ROI 1200% against the initial investment.

 

Testimonial

"Really happy with the work the Spirus team provided. As we are so busy and always in and out at jobs, it is great to be able to trust the Spirus team as an extension of our team. We know they will always make us look and sound as good as the quality of our decorating service is, giving us peace of mind and the ability to do what we do best. With this campaign they have secured several meetings with Cambridge colleges. One such meeting has already led to a prestigious contract to decorate a dining hall."

James Palmer, Newmarket Decorators Ltd