An online retailer who had never marketed via catalogues wanted to improve their marketing communication. They produced a catalogue and sent to customers via Letterbox Distribution. The results were impressive.

Method

To target this potentially lucrative market, BCF created an online range book to sell the dream of being outdoors and enjoying the comforts of home while navigating the nation’s iconic landscape. Using BCF Brand Ambassadors and outdoor experts, the book used a rich narrative with tongue-in-cheek copy about how using BCF Products can create a stress-free journey. Distributed just before Easter – the peak time for caravanning – the book achieved maximum impact in the preparation phase of the season.

The results

• Using a multi-channel approach with owned channels of social media, website and eDM, BCF gained an impressive reach of over two million. It also achieved the second-highest click-through rate in the eDM and a massive 1.8 million views. This resulted in an incredible sales increase of 30% year on year and multiple products achieving a 300% sales increase. Effectiveness was also impressive, with an 87:1 ROAS.

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