Direct Marketing | Directories Case Study - Zenith Staybrite Home Improvements

The Challenge

Zenith was set up in 1969 and was incorporated with the Bowater group in 1987 and began trading as Zenith Staybrite. It is now established as one of the top 3 UK home improvement companies installing their products in over 30,000 customers properties annually.

Like a lot of businesses, Zenith Staybrite didn't see advertising in directories as a significant part of their marketing plan, rather just a medium they had to be in. The challenge was to create a fully targeted lead generation campaign while keeping the cost per sale as low as possible.

The Scope

The use of all 3 main directory brands to increase lead generation

The Solution

We used the latest Acorn statistics, Zenith Staybrite's sales data and local geographical data to determine which books to advertise in, the number of adverts to publish in each classification, what size the adverts should be and whether to use colour in the adverts. This enabled us to produce a highly targeted, proposition led campaign.

Recently we also secured a branded filler package in BT The Phonebook to promote the Zenith Staybrite brand throughout the entire book and used Thomson Local's new Nectar package to encourage more customers to call.

The Results

In the last 3 years, the amount of sales generated from directories has grown from £2.3million to £3.4million (a 48% increase) with the number of leads generated currently exceeding 7,500 per year