After working for a water softener manufacturer, Paul Riley saw an opportunity for success and branched out on his own. When he opened his first shop he was fortunate enough to be based 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 had 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 specifically targeted areas locally. 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 became a regular DOR-2-DOR customer, distributing 100k of leaflets to nearby areas. When a customer service telephone support centre was set up by Total Soft Water at their separate branch in Bedfordshire the leaflet was re-designed to reflect this important development in customer care, and the leaflet distribution was extended to this locality.
Paul Riley couldn’t be happier with the service, saying “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.” 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.
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 prolonging the life of domestic appliances.
