Berendsen wished to give their sales material and portfolio a facelift, so they came to Raffinaderiet. When the task is to sell a product such as a doormat – a typical low-involvement object in the eyes of the decision-makers – you need to draw their attention with some exciting and crystal clear material.
Humour and irony goes a long way when trying to stand out. If used delicately, they can even make a doormat stand out. Two different tongue-in-cheek sales pitches were created, one for small companies and one for the larger ones. In order to get potential clients into a dialogue, they were offered a 30-day free trial of the mat combined with a small welcome gift. The campaign improved the lead hit-rate by more than 10%.
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