Turning Bad News into Good Business
When wholesale prices were increased across the board, Newnorth Print had to pass the increase on to their customers. A well-crafted email supported by social media posts, a blog and email footers resulted in an extra £31,000 of business to beat the price increase.
When all the major European paper mills announced they were increasing wholesale paper prices, Newnorth Print were faced with a dilemma. Although they were reluctant to do so, they knew they would need to pass these increases on to their customers but how would this news affect their exisiting customer relationships and impact on their business?
Working with Newnorth Print and to a very tight deadline, Enterprise Marketing Solutions helped create a customer communication campaign, highlighting the reason behind the price increase but also offering customers a 5% discount on all print orders placed before a set date.
The integrated campaign incorporated a personalised customer email sent by Newnorth’s account managers to their existing customers.
This was focused on providing both the bad news about the price increase, and then the good news regarding the promotional offer.To support these emails, additional marketing collateral was created to provide extra touchpoints for Newnorth’s customers. A blog was posted on the Newnorth website and then advertised on the homepage plus as a newsflash within the email footer for all Newnorth employees. Finally, to ensure maximum reach and awareness, the campaign was also supported by a series of social media posts through LinkedIn, Twitter and Facebook drawing attention to the price increase and special offer to help businesses beat the price increase.
By communicating effectively with their customers to explain a ‘bad’ situation early and then ‘softening the blow’ through the offer of a time limited discount, Newnorth Print generated an additional £31,000 of work for a minimal outlay achieving a return on investment of over 5,000%!
David Hennessy, Director, Newnorth Print.