Salquisa´s imagen of a solid Company was scattered among several products. That weakened its sales force, moving potential customers –tile companies – to the competitors with a more specialized image.
The objective of the company was to maintain its solid image but positioning itself as a company specialized in “Frits”, “Enamels” and “Colors”. It had to be achieved quickly since most of the annual contracts were to be carried out soon.
We analyzed the potential customers, and we arrived to the conclusion that, actually, only 200 executives were the ones who really make the purchase decision. Therefore we decided to focus the communication to them.
We sent a direct mailing, in which the main message was transmitted in a clear and creative way, highlighting the competitive advantages of Salquisa.
To ensure that the mailing drew the attention and reached the real recipient, without getting stuck in the usual filters, the mailing was sent along with a business book of interest as a gift.
In case more than one mailing was made to the same company, we selected 5 different books so each executive would receive a different one.
The dust jacket of the books was the brochure with the main brand arguments.
The mailing/book caused a great impact on the recipients. Surprisingly, the same day they received it, several called the company to thank the gift and to request a commercial visit.
The company achieved its sales goals – what two weeks before seemed impossible – and managed to reinforce its image as a specialist company in the tile sectors.