Thorntons

Direct Marketing Campaign yields excellent results

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Thorntons needs little introduction. Famous for producing delicious chocolates, the company’s humble beginnings evolved from a single shop in Sheffield to become the £180 million turnover business it is today. Thorntons is the largest independent chocolate and confectionary company in the UK.

Objectives

Although an established high street name for speciality and celebration chocolates, Thorntons wanted to explore and capitalise on the significant growth potential in the corporate arena. To reach their goal, required an increase in brand awareness of their corporate gift division and ultimately a lead generation marketing campaign to the business sector.

Solution

An email broadcast is a highly cost-effective and appropriate marketing method to reach time-poor professionals. Its intrusive mechanism enables a direct sales message to target a very specific audience directly to their desktop. Regardless of whether viewers choose to delete, open or click through, it is a totally measurable form of advertising and positive responses can be acted upon within hours.

After establishing criteria including business sectors, size, and location, we selected data matching those criteria and further fractured the information to include owners and decision maker’s names. Thorntons integrated the e-mail broadcast with a parallel direct mail campaign to boost impact and maximise awareness. The direct mail piece also provided the perfect vehicle of conveying the aesthetic appearance of confectionary gifts and further driving desire and response.

Results

The integrated online and offline direct marketing approach was well-received and yielded excellent results. Thorntons were happy with the outcome. We continue to pro-actively provide Thorntons with innovative marketing solutions especially at peak seasonal times. This has helped to ensure that Thorntons remain leaders in the corporate and confectionary gift trade.

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