Thomas Sanderson drove a 100% increase in its sales team conversions – with one TV campaign.
The same campaign delivered 750% increase in quotation requests and 360% increase in web traffic, and is testament to how taking the right approach to TV creative and execution can have a dramatic impact on the bottom line.
Here we share how we helped inspire shoppers to act, told through Thomas Sanderson’s “The Difference is Clear” TV campaign.
Thomas Sanderson, a bespoke window blinds, shutters and conservatory blinds specialist, wanted to re-launch its conservatory valet service – a relatively under-developed market with largely regional players and low consumer awareness.
We had to appeal to existing conservatory blind customers, leveraging its premium brand positioning in a sector where it had 25 years’ experience.
We knew we had to grow existing business through consumer education and awareness raising, but we also had to promote the offering as distinctly different from typical local tradesmen and window cleaners.
But how do we define ‘difference’ and make it mean something to our customers? We asked.
Our research told us that a typical customer response is delight at how professional the service and end result is, and the customer realisation that they could never achieve the same results themselves.
Insight led us to the campaign idea of “The Difference is Clear” – inspired by the huge effort involved in cleaning every inaccessible inch of a conservatory that the valeting team undertakes.
This would enable us to tell the Thomas Sanderson story from specialist expertise to amazing ongoing results with a warm-hearted hint of humour to dramatise the difference between the professionals doing the job and the non-professional – be that the customer, window cleaner, or anyone with a brush and hosepipe.
The TV campaign opens with a man enjoying reading the morning papers in his conservatory, until his wife announces that Thomas Sanderson have arrived to valet it. He feels that this is his job and sets about competing to clean it. In the end ‘the difference is clear’ and he steps back to admire the much better job that the professionals do.
The 30-second month-long live-action TV campaign launched in April 2015 on home interest satellite channels. The concept has also been applied across all channels including direct marketing mailers, press and radio advertising.
The campaign struck a chord, resonating with house proud, discerning conservatory owners:
- 100% increase on sales team conversions
- 165% increase on monthly target for call centre leads
- 750% increase in brochure requests for quotations
- 360% increase in web-page hit volume
Natalie Thomas, Marketing Director, at Thomas Sanderson said: “The Difference is Clear helps us to communicate a new approach for the sector, and we love the light-heartedness that helps bring the message home to people who perhaps wouldn’t see the difference that professionals can make.”
To talk to us about how we could help with your TV campaign, get in touch today.
Caroline Finch-Denham, Account Director at The Market Creative