Farrow & Ball
As this historic British paint producer looked to engage further with their trade customers, I was brought in to produce strategic copy by way of direct mail, advertorials and email marketing.
Trade targeted advertorials were produced with leading headlines, stand firsts and call to actions. These were placed in painter and decorator media throughout Europe.
Farrow & Ball were looking to strengthen their relationship with trade customers and tap into their influence decorating homes and businesses. I was brought in to consult on strategic copywriting, producing a successful direct mail campaign which ran for a year, invited tradesmen to the factory and head office in Dorset. Simultaneously, trade tone of voice, product messaging, new product releases, proof points, advertorials, email marketing campaigns and other trade specific assets were produced to onboard, educate and engage trade clientele over the course of several years.
Results
A modest direct mail campaign saw an unprecedented response, which led the company to grow the associated trade event to a series rolled out over several dates throughout the year..