Beautiful design that works beautifully
Kinnarps is one of the largest suppliers of workplace furniture in Europe with a reputation for innovation, sustainability and customer service and a client list including the Ministry of Defence, Airbus and WWF. They needed a marketing strategy and collateral that would enhance their profile in the marketplace and generate sales leads, particularly among their ‘gold’ targets.
We worked closely with the Kinnarps in-house marketing team to develop a strategy which involved regular e-newsletters, a direct mail campaign, a refreshed corporate presentation and a suite of corporate brochures we called ‘the 10 series’. The series was made up of four titles, each showcasing a different set of strengths. 10 Of The Best featured ten of Kinnarps’ most highly-regarded products, 10 Good Reasons focused more on back-end capabilities and customer service offering, and 10 Happy Customers told the stories of ten of Kinnarps’ most successful projects. The final title, 10 Things To Consider, offered a bite-sized introduction to ‘Next Office™’, Kinnarps’ thought leadership programme.
The e-newsletter campaign generated results from the first email, with a spike in sales and enquiries, and Kinnarps’ sales team are delighted with the brochures, which provide them with an excellent leave-behind or excuse to re-open dialogue with lapsed customers. Our work is the envy of Kinnarps international offices, and more importantly it is delighting Kinnarps’ Head of Marketing UK, Marc Bird: “we are delighted to be working with such a friendly, professional and exciting bunch of people and know we are going places with ABA on board.”