How do you make a proposition based on proximity to an underground pipe compelling? By using a map of the prospect's business address using digital print and telling them that because of their address, Kingston Communications can save them money by plugging them into their infrastructure.
The Proctors response
In more detail, we decided on a targeted DM approach that saw KC talk directly to businesses within a 200m radius of its network cable. These businesses would benefit most from connecting with KC, taking advantage of unmatched service and account management.
As well as a personalised DM piece, showing the exact location of the recipient’s business in relation to the KC network, we produced a range of ‘it pays to be closer’ postcards and emails, addressing common problems businesses encounter when it comes to networks – and how being close to KC and its network quickly and easily resolves them.
Nick Humphreys, KC's Head of Business Development says:
“Proctors is becoming an established part of the team, and we look forward to growing the relationship as we know that what we are investing in them is clearly an investment in Kingston and our customers.”