PUZZLED BY KNOLL? MARKETING CAMPAIGN

• Increased client base by 35%.

Challenge: Building relationships is critical when marketing to a niche group of individuals such as architects and designers. Saxton had never consistently marketed to this target audience. As a result, architects and designers looked to Saxton only sporadically for solutions to their projects.

Action: Designed a year-long marketing initiative using the theme Puzzled by Knoll. Created and delivered bi-monthly gift bags containing targeted correspondence, a Project Profile outlining how Knoll products provided a solution to a workplace issue, and a wooden block engraved with part of a notable architect or designer's quote. The year culminated with a puzzle invitation that, when assembled, served as the invitation to a Design Gala. The event provided them with the opportunity to earn continuing education credits and received the final block to complete their quotation. 

Results: Over 40 percent of the audience attended the Design Gala and, within two weeks of the event, 85 percent of the remaining audience contacted Saxton to have their product lists updated and to receive the final puzzle piece. Saxton's client base grew by 35 percent as a result of this campaign.