Lucy Switchgear achieves 40 per cent reponse rate with DM

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.