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23 November 2012

Smart marketing win for MRA and Door-Stop at CMAs

MRA Marketing and its client composite door manufacturer Door-Stop have won another Construction Marketing Award – this year for Best Campaign under £25,000. “This very successful campaign shows the importance of working ‘smart’ rather than ‘expensive’,” comments Lucia Di Stazio (pictured), Director of MRA Marketing.

With a budget of under £13,000 the campaign has so far led to 40 new customers and brought in business worth over £1.87 million a year. That’s a return on investment of 14,000%, making a significant contribution to Door-Stop’s sales – currently running at 8% over target for the year.

Combining direct mail, targeted postcards, discount vouchers and efficient data collection and monitoring via smart phones, backed up with endorsements from existing customers and a visit from a Door-Stop sales representative, the campaign impressed the CMA judges. They described it as “a well thought out campaign that has delivered impressive results, exceeding initial objectives and delivering very good value for money. All well measured with smart objectives.”

Nick Dutton, Managing Director of Door-Stop, comments: “The CMAs are a national measure of excellence in construction marketing and we’re delighted to receive this award. The campaign shows that with careful planning it’s more effective to address marketing to a targeted audience than to spend vast amounts. It’s good to have our team effort recognised.”

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