Having compiled a diverse and comprehensive proposal which covered both traditional and left-field approaches, we explained all the options, including the prospects of e-magazine marketing, inserts traditional direct mail and website advertising. 

 

We eventually negotiated an excellent deal with a vegetarian magazine little known in the DM world that sells advertising space and insert opportunities in physical magazines, and advertisement space on their opted-in, subscription e-magazine. 

 

The client agreed that the two brands were in perfect alignment. We devised a multi-pronged strategy, designed to engage the audience with interest in their philosophy, product range and consultation services. On our suggestion, the client offered a significant, unique discount to magazine customers as a hook. 

This involved a co-ordinated Direct Mail and Tele Marketing ‘rolling’ campaign initially for a one-month period across the whole of the UK to promote this initiative. 

 

To make this project viable the brief required our team to identify sufficient owner-occupiers living in stone built property constructed during three periods: - Victorian / Edwardian up to 1914, pre war period 1918 – 1939 and finally the post war years 1945 –1960. 

 

To gain a better understanding of the UK’s housing stock and density of suitable property, we conducted a regional property census, using a combination of direct response, electoral role and demographic profiled data. Initially looking at the larger conurbations and cities in the North West, North East, Midlands and Greater London and then expanding into selected areas in the South West, Wales, South, Scotland and Northern Ireland until we had a full picture from across the country.