JKR Electrical

Leaflet Distribution Case Study

JKR Electrical

‘The best marketing we have ever done’

“We started our electrical wholesale and retail business three years ago, supplying products to the construction industry and contractors. We have a showroom and 20% of our business is over the retail counter. Initially we had a 600 sq foot office, since then our turnover has increased ten fold, and we now employ eight people in 4000 sq foot of offices and showroom. We are delivery orientated and aim to give a memorable personal service to our customers. Our customers trust us. We try to save them any wastage by – having what they need -when they need it – so the lifecycle cost is minimised and our clients don’t have to pay contractors for being on site when the equipment has not arrived. I previously worked as a Chartered Electrical Engineer and I ensure all of our staff members are experienced and knowledgeable. We aim to deliver when required and give customers what they want. This allows us to compete effectively with national organisations.”

How would you describe your marketing promotion?
“We designed our own leaflets and DOR-2-DOR printed them. Due to the time of year we focused on Garden Lighting, and invited people to visit our showroom. A 20% discount voucher enabled us to monitor responses and visitors gave us positive feedback on the promotion.”

What did you want to achieve?
“Our Business Park location means that we do not receive passing trade. We needed to increase our profile. Advertising in local newspapers and yellow pages had not worked for us. Originally we had leafleted, with the help of family and friends. I met our local DOR-2-DOR franchisee Marcos Kalou (Bishops Stortford) at a business breakfast club. Marcos presented his business and when we considered the cost it was a marketing no-brainer. We wanted to make more people aware of where we are and what we do.”

How many households and which areas was your material delivered to?
“Several thousand leaflets were delivered to houses in and around Sawbridgeworth.”

Over what time scales was your leaflet distributed?
“The distribution took place over a three week period.”

What results did you see?
“It was the best marketing we had done since we have been in operation. It definitely worked and there were distinct benefits, the first being the increase in domestic retail customers visiting our showroom. From 6000 leaflets we got approximately 400 customers, a healthy return of around 7%. Despite our board outside, people didn’t know we were here. The second benefit was attracting interest from more contractors, resulting in repeat business.”

How would you describe your D2D experience?
“The best marketing we have ever done.”

Would you recommend DOR-2-DOR and/or use our service again?
“I would recommend anyone to use DOR-2-DOR;. I would say you are friendly and reliable with honest staff providing a marketing service that is good value for money.”

Looking ahead, how do you see DOR-2-DOR helping your business achieve its future objectives?
“DOR-2-DOR is carrying out quarterly leaflet distributions for us and we have plans to have some open days on Saturdays, which I am sure DOR-2-DOR’s team will help promote.”

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