Total Soft Water

Leaflet Distribution Case Study


There is nothing soft about water unless you contact Total Soft Water that is. Then it becomes a luxurious experience which is beneficial to the mind and kind to the body, whilst pro-longing the life of domestic appliances.

With branches in Hertfordshire, Bedfordshire and Surrey Total Soft Water provides first-hand professional expertise to help their customers make the right choice of water softeners for home and business use.
Paul Riley previously worked for a water softener manufacturer and saw an opportunity to branch out on his own. In May 2004 he opened a shop in Harpenden and as luck would have it the shop was just around the corner from the DOR-2-DOR headquarters. He kept seeing the delivery van drive past and after contacting DOR-2-DOR his business has never looked back.

Initially he used a newspaper campaign to promote the opening of the shop but after this failed to provide adequate results, Paul turned to DOR-2-DOR who developed an alternative strategy to create awareness and achieve sales.

They used 10,000 colourful double-sided leaflets which were distributed in Harpenden and Wheathampstead. The modern look and ‘bubbly’ style appealed to a wide cross-section of the market and the familiar image of the shop-front was reassuring to the older generation who might not have trusted a leaflet with simply a number to call.

The campaign generated 25 enquiries resulting in 12 sales. This was well above of the national average for the water industry of 1 sale per 1700 leaflets. Following this success, Total Soft Water has become a regular DOR-2-DOR customer, distributing 100k of leaflets in the last three months in the nearby areas of St. Albans and Welwyn Garden City. When a customer service telephone support centre was set up by Total Soft Water at their branch in Biggleswade, Bedfordshire the leaflet was re-designed to reflect this important development in customer care, and the leaflet distribution was extended to this locality. With 3 branches already together with plans to develop the business as a franchise, the future is bubbling with success. And DOR-2-DOR will be on hand to provide the important letterbox marketing support required for the launch of each new branch.

Paul Riley said:
“DOR-2-DOR are all-round professionals, they know the business and know what they are talking about and they are very good at what they do. This form of marketing has become an integral part of our business.”

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