Challenge

Get an unfamiliar company’s brochure into the right specifiers’ hands with minimal wastage. Siteco came to us as an innovative architectural and commercial lighting company, famous in Germany but unknown in the UK. Their main asset when it came to launching themselves here was a lavish product catalogue full of stunning images, The Book of Light. In fact the catalogue was so lavish that distributing it too widely, putting it into the hands of specifiers never likely to use it, would be very wasteful indeed.

Creative thinking

Our solution was a mailing designed to tantalise the target audience into wanting The Book of Light and its contents, then prompting  them to set-up a meeting with a Siteco sales representative as the only way to get a copy.

This filtered out the applicants most likely to just leave the catalogue lying on a desk or in a library, and enabled Siteco to strictly control its distribution. The mailing itself featured an intriguing facsimile of the Book of Light’s front cover, and opened up to reveal a lightning flash montage of the exciting lighting solutions to be found within its pages.

Results

One of the sales leads generated by the first burst of mailings was converted into an order that covered the cost of the entire campaign.