Case studies

Driving frequency of visit

Fakenham Garden Centre doordrop campaign
Fakenham Garden Centre doordrop campaign
Fakenham Garden Centre doordrop campaign
Fakenham Garden Centre doordrop campaign

Fakenham Garden Centre
Leap into Spring with Fakenham’s doordrop campaign

Challenge
Fakenham Garden Centre, based in Norfolk, has a loyal consumer base but was looking to attract new local residents in-store and encourage them to join their loyalty scheme. In addition, they wanted consumers to come back throughout the spring to see the range of products they stock and how they change over the seasons. Spring Marketing needed to create a single piece of marketing communication that would meet these objectives.

Insight
Glossy magazines can stay on consumers’ coffee tables for months and with two thirds of consumers keeping their direct mail if there is an item of interest* we wanted to create a leaflet that would encourage consumers to keep it for longer than the usual door drop.

*Source: From letterbox to inbox DMA report 2013

Approach
We produced a 12 page leaflet for door drop via Royal Mail in the local area around the Garden Centre. The content had an editorial feel with top tips for “what to do in the garden this month”, loyalty scheme exclusive offers as well as the usual star buys and discount coupons to drive consumers in-store. It was supported with a Facebook and email campaign to raise awareness of the leaflet arriving on doormats.

Results
The campaign was a great success with 833 new loyalty card sign ups, 20% swing in loyalty card spend and fantastic coupon offer performance.

Client: Fakenham Garden Centre

Categories: Loyalty & Direct Mail, Branding

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