HOW WE HELPED TO PROVE
THE GTECH AIR RAM IS THE BEST
VACUUM CLEANER EVER.
Last month we told you how we took home a silver DMA Award, but how did we do it? Our client Gtech and their direct mail campaign has revolutionised the cordless vacuum marketplace. In short, turning a general loathing of vacuuming into a love of vacuuming for thousands of consumers. But how?
Gtech couldn’t rely entirely on the short narrative of TV and page advertisements to tell the whole story. By taking data of previous Gtech carpet-cleaner customers and testing alongside external prospect lists, it enabled Gtech to redefine their customer base and grow their direct sales.
One of the key factors to our success has been our constant measurement and refinements of campaigns. When testing new media, we employ order tracking tools, unique phone numbers on TV and codes in press and direct mail. We then measure response against web traffic, calls and sales data. We profile all customers’ sales by postcode region and map this within TV regions, which provides valuable demographical insights and is critical to identifying ROI and value for money against a traded CPM.
While vacuuming could never be called glamorous (unless you do it in an evening dress or a tuxedo) we took Gtech’s new AirRam vacuum, designed a unique, lightweight, simple, clean mailer, that was low-cost to post, while displaying the proposition without unwrapping and delivered it to over 1,500,000 British homes via the Royal Mail.
Our campaign made use of press coverage, specifically the Daily Mail, and leveraged their claim, “Is this the best vacuum cleaner ever?” By placing the proposition with a great exclusive offer and imagery of the cordless vacuum, one’s curiosity could only be piqued.
And it was. With a whopping 4.3% conversion to sale.
One of the challenges of the campaign came from the relative obscurity of Gtech and how exactly to convince the consumer of their reputation. Through the campaign we delivered resolutions to any hesitations by putting them in the mailer and by helping establish Gtech as the market leader.
So why not have a talk to First Move about how we can create a similar campaign for you with such impressive results? While vacuum cleaners might, direct mail certainly does clean up, awards and all.
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