Direct Marketing | Directories Case Study - Thomas Sanderson

The Challenge

Thomas Sanderson has grown from a family run business to a national company over the last 12 years and now has a turnover of £65m. They are one of the biggest suppliers and fitters of made-to-measure blinds and awnings in the UK and take pride in ensuring their standards of service match the high standards of their products.

Thomas Sanderson had used printed and online directories as a lead generation source in the past, but they had never used a specialist agency and were unable to get it to work. They wanted a direct response advertising plan put in place to test the cost efficiency of the media against other direct response channels.

The Scope

Use printed and online directories to increase lead generation

The Solution

TGI and Acorn data was used to determine various aspects of the customer demographic such as conservatory ownership on a book by book basis.

The advert plan was set up for Yellow Pages to cover all book areas across the country as well as an online directory package. Six different advert creatives & sizes were used along with sophisticated customer demographic analysis on a book by book basis. We also used positioning & sizing techniques to maximize the chances that the advert would be printed at the front of the classification.

The Results

Compared to adverts published in other printed media such as national newspapers and magazines, the directories produced:

• A better Cost per Appointment
• A 16% increase in Enquiry to Appointment rate
• Increased the Average Order Value by over £600