DRIVING SALES WITH PROMOTIONS, PERSONALITY AND PUBLIC RELATIONS
- HAMPERSTOP PRESS
Background Hamperstop is predominantly operating in the corporate giving market. Their bespoke hampers have been sent all over the world and they are regularly used by some of the biggest UK companies to say 'Thank you', 'Well done' or to provide special seasonal gifts. They pride themselves on using only small independent suppliers from the UK and Ireland and they provide for niche markets such as special diets.
Following great success in the corporate market, Hamperstop recently opened a retail outlet and plan to expand their mail-order operation.
Brief
design and write a newsletter for all retail and mail-order customers encouraging repeat custom
drive sales with product promotions and foodie news
provide news stories in a friendly & accessible style to stress the company's customer-focused personality
provide back-up public relations services through media contact
Approach
The managing director of this company is well known to her customers so it was decided that she would be the most visible image of the company.
Much of the writing is done in the first person which makes all the information personal recommendation - which it is.
Repeat custom is essential so there is a free offer each month.
Customer involvement is important so they are invited to write reviews of the food they buy at Hamperstop, and take part in tasting panels. There are food features each month which describe products in some detail, and supplier profiles which emphasise the small-scale nature of the food production. The newsletter is sent out with a full Shop-From-Home order form.
