TLC always create tailored end-to-end campaigns to ensure the reward aligns perfectly with the brand and customer base.
While being experts in customer acquisition for their clients, they recognised their creatively led, ‘everyone-wins’ approach to b2c promotional campaigns was not being emulated as part of their b2b marketing strategy.
TLC Marketing needed to become its own client.
In response The Evening Standard on 24th April 2016 which crowned Fish and Chips as the nation’s favorite take-away, TLC Marketing saw an opportunity to shout about their independent network of fish and chip shops.
In a world of emails, physical items really stand out so a giant chip fork with witty copywriting, “BATTER THE COMPETITION WITH THE NEXT BIG PROMOTIONAL REWARD” was sent in a hand-made envelopes designed using a scanned copy of the Evening Standard article. This coincided with the tradition of wrapping fish and chips in newspaper.
20 chip forks were sent to 20 highly targeted brand directors.
Five meetings booked with large consumer brands.
Directly generated £60,600 worth of new business. To put this into context the campaign cost was £310.
Internal agency perception that ‘Direct Mail doesn’t work’ was completely turned on its head.
GOLD: The Institute of Promotional Marketing Awards 2017, The Most Effective Reward, Recognition or Motivation Programme.
GOLD: The Institute of Promotional Marketing Awards 2017, Direct Marketing Campaign.