The power of a physical campaign

Van Hoften Installatietechniek wanted to appear more clearly on the radar of contractors and project developers in North Brabant. We devised and executed a fruitful physical campaign.

Quality & Service

Quality and service are the hallmarks that Van Hoften Installatietechniek has stood for almost half a century. Each year, they equip around two thousand mainly newly built homes with installations, with a sustainable indoor climate and comfortable living as their main priorities. They do this on behalf of contractors and developers. The motto of this all-round installer is ‘always evolving’. They keep a close eye on innovative technologies and respond to current laws and regulations. In this way, they are continuously of added value. In addition to their main office in Hardinxveld-Giessendam, Van Hoften Installatietechniek also has branches in Eindhoven and Alphen (NB).

Expanding Brand Awareness in Brabant

“And it was in Eindhoven that the question we put to MM originated,” says Geert-Jan Bosmans. He is the commercial director at Van Hoften Installatietechniek and was looking for a way to generate more awareness in ‘building Brabant’. “We already have a considerable customer base ourselves. Companies we already work for or are in contact with. This ranges from intensive collaborations, ongoing projects, to submitting quotations. In addition, there are also many companies we know by name, but have not yet been in contact with. With the aim of expanding our brand awareness in Brabant, we were looking for a way to get to know those contractors and project developers in particular.”

Looking for a Solution in a Physical Campaign

“MM got to work on that question,” Geert-Jan continues. Evert was closely involved on behalf of MM in developing this customer request. “We mainly looked for the solution in a physical campaign. We are convinced that, in these cases, it generates more attention.” And that proved to be true. Evert: “The strawberry plant thrives well on the dry soil in North Brabant. The region has grown into the largest strawberry cultivation area in Europe. We made the link between Van Hoften Installatietechniek and Brabant tangible. Within the span of a week, we sent a selected target group strawberry seeds, a box of strawberries, and a bottle of strawberry juice in succession.” Geert-Jan: “Literally and figuratively planting a seed, then ‘reaping the fruits’, and finally asking the question ‘does the strawberry juice leave you wanting more?’.”

Work Taken Off Our Hands

Evert: “With the help of lead automation, we were able to track online which offline targeted parties subsequently visited the Van Hoften Installatietechniek website.” Geert-Jan: “The strength of MM is that they took care of the entire preliminary process for us. Based on a Chamber of Commerce industry code, they provided us with a target group from which we made a selection. They handled the creative process and the mailing, and even the follow-up calls were taken off our hands. All we had to do was schedule appointments as a result of the telephone follow-up!” That follow-up round resulted in several action points. Geert-Jan introduced Van Hoften Installatietechniek to about twenty-five companies in Brabant. “And the fun part was that a common reaction was ‘oh, you’re the ones with the strawberries!’ Given those enthusiastic responses, such a physical, playful, and phased campaign works well. It sticks better than just sending a brochure!” In the meantime, Geert-Jan has visited all the companies that responded. “The selection consisted of medium to large construction contractors. We made no distinction between residential, commercial, serial, or private construction. Those visits have already resulted in several quote requests!”

Pleasant Collaboration

“The campaign only took a limited amount of time,” concludes Geert-Jan. “We started in January and my last introductory meeting was in April. MM took all the work off our hands. The creative process, the execution, the follow-up, and they presented the desired information on a silver platter! They kept us updated weekly throughout the process. The collaboration was very pleasant!”

Would you like to discover the possibilities of a physical campaign for your business or product?

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