Like many clients, Dyson Commercial has a small number of sectors, segments and personas that make up an outsized portion of their total potential. This initiative was targeted at these groups.
The premise of the mailing — to eliminate clogs in public restrooms caused by paper towels (otherwise known as a “code brown”) — was one that allowed us to focus on all the things that help make the Dyson Airblade™ technology unique, from user experience to hygiene to cost savings to environmental friendliness to the fact that it actually works!
The box included a mini plunger and crumpled paper towels, and was backed by customer case studies, independent research, sector-specific materials and, of course, information on the underlying technology.
The results continue to accrue, with very large entities who represent thousands of units of potential across multiple facilities making their way into the sales pipeline.