Local Media Campaign Prompts Lift in New Customers for Screwfix
A local media campaign targeting tradespeople in North Devon resulted in a five per cent increase in new customers for Screwfix in the region, a study conducted by Turquoise Thinking has revealed.
In addition to the increase in new customers, the campaign prompted existing ones to shop more frequently at the store pushing the total number of weekly customers at Screwfix’s Barnstaple store up by eight per cent.
For the NS-commissioned media case study, a three-month print and online ad campaign targeting tradespeople ran in Archant’s weekly North Devon Gazette sport and classified sections earlier this year.
Barnstaple-based research company Turquoise Thinking then conducted focus groups with tradespeople, lapsed and current users of Screwfix, to gauge their response to the campaign as well as analysing sales data provided by the hardware retailer.
As well as the ads the campaign, planned by MediaVest Manchester, included sponsorship of sports pages, and involvement with editorial initiatives such as sportsperson of the month.
Robert Ray, NS marketing director, said: “The response to this campaign clearly shows the benefits of a national brand such as Screwfix tapping into local media’s unrivalled connection with the audiences they serve.
“The campaign made a difference where it counts – both attracting new customers to the store to buy goods and getting the new customers to shop there more regularly.”
Rob Nicol, associate director, strategy and management, MediaVest, added: “I have been very impressed with the willingness to go then extra mile with this project, the output of which has benefited the client tremendously.
“Despite pressure from other channels, the results have shown that local media can play a vital role in the communication strategy.”
Sarah Taylor, Screwfix advertising and PR manager, added: “I have been pleased with the way that the local media responded to the brief and with the partnerships that have been formed.
“Our activity has shown that local advertising can be creative and is an important part of the media mix.”
The NS is to send the results of the campaign out to agencies and advertisers in a 700-strong postal mailout before starting a programme of presentations to retailers in the hardware and DIY sector.
- Screwfix case study (PDF)
For further information please contact Robert Ray on 020 7632 7441 or e-mail robert_ray@newspapersoc.org.uk.