Grantcf: dormant data

Context: Business for Grantcf was going well. Due to a combination of excellent service and enthusiasm, the company had built many long term and loyal relationships, resulting in repeat sales. The same enthusiasm had proved effective in forging contacts and building a network. A recently redeveloped web site positioned Grantcf as a credible, stylish and budget-conscious partner

for office interiors and office furniture. However, there was a feeling in the company that more opportunities could be developed and the business grown further. It was also felt that the company’s overall identity and the design of business cards could be improved.

The requirement: In an exploratory meeting, Grantcf revealed that they had a database and that a recent web project offered a facility for e-marketing and communications.

The outputs: Glued recommended linking the attributes of customer loyalty, a nascent database and networking, as follows:

The database could be used as a foundation from which to communicate, using regular emails to keep Grantcf front of mind with existing and new customers. This would then provide the opportunity to target via telephone those who opened or clicked on emails, generating further conversation.

In addition, networking would increase local awareness triggered by the e-marketing. Networking would also provide new contacts to add to the database and, if sufficiently warm, generate conversations immediately.

Glued developed templates as the basis for a series of six emails to be sent out over a period of months. Glued also created speculative options for how Grantcf’s identity might evolve to be more contemporary and engaging. This included development of a strapline to articulate

the personable and customer centric approach Grantcf brings to their work, a sentiment which also feeds the topics for the series of emails.

The results: With a trade show fast approaching, there were short deadlines for business cards, handouts and an email to promote the Grantcf stand.

A focused effort resulted in the creation of engaging and impactful content, including a special finish for business cards and a timely and trackable e-shot in time for the show.

Grantcf reported an increased number of visitors visiting their stand, many of whom mentioned the email as having spurred them on to visit.