Think of any great combination; strawberries and cream, Lennon and McCartney or Owen and Rooney (OK, maybe the last one isn’t such a good example!) The B2B marketing equivalent is the marriage of a great product with a great direct mail campaign.

Niko asked us to target electrical contractors who were willing to be trained to become custom installers of their innovative home automation systems. We quickly realised that direct mail was the best channel to reach the audience and set about building a good database of contacts.

We developed a simple direct mailing device with the aim of getting contractors to book a training course to become qualified installers of the Niko products. We then had to convince the client that this was the right approach.

Karen Calder of Niko explains, “We didn’t believe that direct mail would work but we trusted the professionalism and knowledge of Phoenix and were so thrilled with the results that we repeated the campaign.”

So far the campaign has delivered a 14% booking rate on the mailing and Niko look set to exceed their targets for expanding their distribution base this year.

If you'd like to know about how direct mail could help your marketing, or about our B2B expertise, please contact Lucy Hogarth at lucyh@phoenixplc.com

If you'd like to find out more about Niko’s home automation solutions (and believe me it’s well worth your while) go to www.niko.be