Company: Langhoff Promotion A/S (Promotional agency in Denmark)
Purpose of campaign: Increase sales leads and stay top of mind in a stagnating market.
Target group: Existing companies in Langhoff's CRM database
Goal: Increase relevant sales leads for the sales team to follow up on
Campaign: Candy in marketing
Idea behind the campaign: Candy is one of the best selling and most widely used promotional giveaways for a range of occations by all types of small and big companies. Since the added value on candy (especially bonbons) is very little, we made sure that we had the best price in the market for a limited period.
Message: Langhoff Promotion can provide you with the cheapest promotional bonbons in the market today.
Campaign scope: Every year Langhoff distributes 8000 catalogues in Denmark with different promotional candy options. The campaign around the catalogue focused on promoting the best bonbon offer in the market as well as create an online survey about the use of candy in marketing. All participants would receive a box with bonbons.
Marketing communication channels:
Catalogue: Physically printed and distributed to 8000 contacts in Langhoff's CRM system
Virtual catalogue: Online on langhoff.dk
Newsletter: to 2400 contact people from Langhoff's CRM system - promoting the best promotional bonbon offer in the market with a direct link to the virtual catalogue and the online survey about the use of candy in marketing on langhoff.dk.
Candy box: Designed in the same layout as the cover of the candy catalogue containing all contact information as well as a direct link to the virtual candy catalogue on langhoff.dk.
Website: Direct link to the survey and the virtual catalogue on the frontpage
Email signature: Showing the best promotional bonbon offer in the market and link to the online survey.
Phone calls: All data from the survey was compiled in a sheet and distributed to the sales team who called up all participants to discuss their use of candy in marketing based on their answers and remind them about the best promotional bonbon offer in the market.
Mail/personal meeting: The bonbon box was either posted or delivered in person to all participants
Follow up newsletter and news feed: The statistics from the survey as well as a reminder of the best promotional bonbon offer in the market was emailed to the 2400 contacts in the CRM system. The newsletter only showed part of the results. To see the full analysis one had to click on a link to be directed to the news feeds on langhoff.dk.
Results: 17% of the newsletter receivers participated in the survey, received a bonbon box and a call from the Langhoff sales team. Furthermore, the website had a major increase in traffic during the campaign.
