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Integrated Marketing - Norgren Ltd
Key facts
Company: Norgren Ltd, a global leader in the industry of motion and fluid control technologies.
Project: Re-launch of the Fastrack campaign, to promote Norgren’s valuable next day delivery service of actuators.
Objectives:
· Making customers recall Norgren’s next day delivery service and keep the company’s details for when an emergency occurs.
· Delivering an efficient campaign, demonstrating maximum ROI whilst ensuring complete cost efficiency.
Results
· An increase in enquiries for the service, followed by conversions.
THE BRIEF
Norgren asked Happy to help them launch their Fastrack campaign to advertise their next day delivery service for actuators, a mechanical device for moving or controlling a mechanism or system. As established through the DISCOVER phase, the target audience was OEMs (Original Equipment Manufacturers), machine builders working on technical projects, production managers, procurement managers and end users. The aim of the campaign was to remind customers that Norgren can provide a unique bespoke service within the industry and also to encourage people to use it.
THE IDEA
Happy presented the client with the “Breakdown Emergency” concept, which consisted of an innovative piece of direct mail, as well as a flyer and email campaign to support and establish the key message. A keyring was placed inside the fire box DM and clients had the choice to break the “glass” or open the box using the flap at the top to retrieve it. By understanding the target audience through the CONNECT phase of the Happy Journey, we created an impactful, different and striking piece that clients and prospective clients would not want to dispose of. The intention was for customers to keep Norgren’s details for when they have an emergency and need a piece of quality bespoke equipment fast.
Fire box, flyer and email designs
THE OUTCOME
Norgren’s UK Marketing team say that the direct mail has been really well received and has significantly helped increase enquiries and sales figures.
Norgren is happy because… “Happy interpreted the brief spot on and presented us with a creative and adaptable idea. The direct mail piece, email and flyer have been a success and our sales have increased as a direct benefit of it. We will definitely be working with them again.”
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