Case Studies

Leisuretec Distribution is a trade-only distributer of professional and commercial sound, lighting, visual and special effects equipment. Leisuretec was looking for an email marketing strategy that would engage their niche market and position the business against its competitors, but with the crucial aspect that the campaign only reaches trade buyers.

Equinet Media worked with Leisuretec to devise a two-pronged email marketing approach. Leisuretec Lite is a monthly email that gives details and prices about specific types of products. Leisuretec Live looks at issues facing the industry, explores the impact they might have on the sector, and provides solutions by way of Leisuretec products. This strategy reinforces that Leisuretec not only has great prices and excellent service, but it also has a full knowledge and understanding of the environment in which its customers operate.

Crucially, Equinet devised a delivery mechanism with secure logins to maintain the trade-only status. This system allows impressive insight into Leisuretec’s customers. It can track who opens an email and who clicks on which links, enhancing the impact of the company’s CRM system.   

Managing Director Mike Henden said:

“Equinet developed a campaign that was secure, effective and useful for our customers. We are very impressed by what it has achieved to date. Unlike a magazine ad, each email gives us valuable information about who is reading it and what they are interested in. With unique opens rates around 40%, these emails are clearly an extremely powerful tool for communicating with our customers, generating new interest and of course sales!”