Trade Depot ‘Sorry’ campaign
An increase in customer base by 61% and average spend by 22%
In an exceptionally busy environment, cluttered with messages and direct calls to action, Trade Depot needed a way to stand out from the competition and ensure that their voice was heard above others.
We created a vehicle to ensure that whatever they said would be communicated clearly via a mechanism we entitled ‘Sorry Jim’. Jim represents the ‘other’ supplier – sadly lacking in all of the many benefits that Trade Depot can offer its customers, including £1/2m worth of items in stock at any given time and no six week wait for kitchens and bathrooms. What more reason did customers need to dump their existing suppliers?
‘Sorry Jim’ achieved some outstanding results – a 61% rise in the customer base coupled with a 22% increase in average spend generated millions at increased margins. Peeved competitors even started ripping the posters down!
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