A leading UK supplier of foam cut to size, Direct Foam has been in business for over 25 years and specialises in replacement foam pads for sofa seats and cushions. Direct Foam wanted a marketing strategy capable of driving sales via home improvement exhibitions such as Ideal Home.
To apply the Direct Foam brand to a range of promotional leaflets/take-ones and to create a marketing strategy capable of delivering sales via Direct Foam exhibition stands.
We began with the brand, developing a strapline that conveyed the quality and heritage of the company for their cushion replacement service: ‘Bring your sofa back to life, for less’.
We created a look and tone for Direct Foam’s marketing based on the powerful use of simple ‘before and after’ sofa images and explored a series of propositions for their cushion replacement service.
Once the client had approved the overall approach, we then translated the creative concepts into new, sales-led take-one leaflet, banner and podium stand for the Ideal Home exhibition in Manchester stressing the quality and efficiency of the service including a consumer guarantee. The brand proposition was supported by a 10% saving and free collection offer, which we also used as the speed incentive for all the marketing material. Prospects visiting the stand were given the take-one leaflet and invited to either leave their details, visit the website or call Direct Foam to place an order.
Direct Foam achieved an increased level of sales leads from the exhibition and a substantial return on their marketing investment.