How to get clients around the table

Background

Fingerprint is a print production company, which works with advertisers of all sizes. Their problem was that the market was dominated by big print businesses, who had struck exclusive deals with their customers making it hard for FingerPrint to get a look-in.

Offering a very different personal approach, FingerPrint just wanted to convince the print buyers in Belgium’s ten largest client companies that they were worth talking to.

Idea

The creative idea was to to make a table and two chairs, each chair capable of taking the weight of a 220-pound person.

This was a print production company demonstrating it could produce and print just about anything. 

Designed by Belgian Designer Xavier Seghers, the table and chairs needed to be so elegant the recipients would want to keep them either in the office or at home.

They were delivered to the print buyers with a letter, inviting them to put the table to good use by sitting at it with a representative from FingerPrint.   

Results

All 10 print buyers who received the pack accepted their invitation and met face to face with Fingerprint. Some loved the table and chairs so much, they integrated them into their office furniture. 

Our Thoughts

When you are a small business, mail is pretty much the sharpest tool you have in your box if you want to grow. You need some sort of digital presence, yes, but you can’t rely on email and a website alone to get you more customers. Mail can help you provided your mailing is relevant and interesting. This may only have gone to ten people, but those ten people between them could double or treble the size of Fingerprint.

Mail is not a bludgeon. It is a scalpel. And in this instance I hope it cuts Fingerprint a bigger slice of the market.