B2C & B2B

VELUX logoCampaign

Target area: UK and all Ireland

Target segments: General Public, Builders Merchants, contracts (public and private sectors)

Skills training:

  • Personal design and delivery for a programme of staff training and external recruitment
    • Personally trained Call Centre staff in up-selling and cross-selling techniques
    • Personally trained After Sales Technicians in identifying on-site opportunity and face-to-face selling
    • Produced sales support material – brochures, standard call sales pitch
    • Introduced bonus incentives based on team performance placing peer pressure on those who lacked buy-in and resisted change
    • Initiated a nationwide recruitment campaign for independent tradesmen to sign-up to the “VELUX After Sales scheme” gaining access to a UK wide pool of skilled tradesmen

"End User Mailer"


A B2C campaign was launched to persuade customers that as experts, VELUX were first choice for Roof window repairs

  • Priority targets – known customers in our existing database
    • Regional Yellow Pages campaign
    • Email marketing to segmented database
    • Adwords campaign based on selected keywords
    • Brochures and flyers to accompany all customer enquiries
    • Time pressure sales techniques used in direct mailing campaigns
    • Reminder cards sent to targeted regions

Website development

VELUX Product SelectorI designed the original VELUX UK website in 1997 and later developed its first online transactional capabilities as part of the AFS campaign.

I project managed the development of the online order processing of both parts and labour reducing the number of calls to the service centre and the need for additional manpower as the sales volume increased.


  • Participation at the Dublin “Our House” Show, National Homebuilding & Renovating, Self Build, and Interbuild Exhibitions
  • Massive support campaign using on site material, banners, and personalised invitations


The B2B campaign was designed to raise awareness amongst Builders Merchants

  • Builders Merchants Price Lists were amended to sell the After Sales Service
  • Builders Merchants were blitzed with our “new service” mailshots
  • POS material was made available on VELUX in-store display stands
  • VELUX Sales Team raised the service profile on each store visit

My role of Commercial Manager also involved face-to-face selling to a targeted audience of public and private sector clients.

Click here to see events

Introduction of new procedures

      • Call Centre staff were trained in up and cross selling techniques during initial customer contact
      • Written quotations were accompanied with promotional material aimed at conversion
      • Technicians were to offer a “free Roof Window health check”  on the customers premises providing the opportunity to inspect the windows for additional business
      • Customer signed to confirm a health check had been undertaken overcoming Technicians reluctance to sell on-site
      • Signed form returned to HQ with all paperwork to confirm Technicians had attempted to sell additional VELUX services


Sales revenue grew from £1.04m to £1.7m in 18 months with £400,000 of outstanding orders, and my campaign was temporarily suspended as sales outpaced resources

For more information please choose from the following options: Stoneridge Electronics VELUX “Paint the Town Red”, Pepsi re-designPespi Max launch, Tango Orange Man

View my CV or this.
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Contact me

0785 234 9011

email me: 360creativemarketing@gmail.com

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