Building a customer database
Cornwall's Heritage Bed Company make traditional cast iron and brass beds using Victorian techniques.
They wanted to raise their profile in the niche period interiors media, and were also keen to grow a database of prospective customers for email marketing.
Competition
To communicate the bespoke nature of their products, we suggested offering a prize of a custom-made bed for a competition in the period interiors media.
We researched suitable publications and approached a shortlist to set up a partnership offering the client editorial coverage and an email database of prospective customers.
Execution
We chose a partnership with Period Living. As the market leader in the period interiors sector, the magazine's editorial content was a great match for Heritage Bed Company.
They offered a full page of editorial, worth £3,500, and the competition was promoted on the Period Living website and in a series of email newsletters.
Results
As well as featuring in Period Living (circulation 60,000 copies), the competition was featured on the website for 8 weeks.
The competition attracted huge interest, with over 10,000 entries and more than 2,500 people opting in to receive information from the Heritage Bed Company.
