The Brief

Godrej Interio are India’s premier Office Furniture Company. Their customers are B2B such as Corporates, Government, SME’s (Small and Medium Enterprises), and Hospitals. All prospects are databased by the company or available through List Rental Companies. The Direct Mailers are specific and targeted through selection criteria. Direct is the only stimulus used.

Creative Execution

Research among SMEs revealed that their primary need was to have minimum down time and prioritized fast set-up of their office. Godrej Interio’s competitive advantage lay in the fact that they could deliver a fully furnished office within 7 days. To enable this their Dealers had been trained to execute orders from SME’s We decided to single mindedly focus on quick deliveries in the communication. The DM had a screaming headline to draw attention which was readable through a clear plastic envelope. 4 EASY STEPS TO GET YOUR OFFICE FURNISHED IN 7 DAYS. An engaging 4 step pull out DM construction drove home the point with a clear Call to Action. Flat mail runs the risk of being junked. So as to distinguish the Godrej Interio DM from cheap mass produced "junk" mail/catalogs that the SMEs routinely receive, a hardboard frame was used as a base.

Describe the creative solution to the brief/objective.

For a pilot plan, 11,500 SME's with turnover exceeding Rs 50 Mln. were data-based in the West Zone. The estimate of sales per SME would be in excess of Rs1 Mln. per office.

Results

The Pilot plan worked. With just one mail out, over 30 orders were received from SME’s. With a campaign cost of Rs 0.7 Mln. the cost worked out to a mere 2.5% of sales. Post campaign studies have also confirmed a substantial increase in awareness in the SME segment, that Godrej Interio products are indeed relevant to their needs. The campaign is now being rolled out nationally.