The Challenge BSL Brammer supplies and distributes a wide product range from fluid power and mechanical power transmission, through to tools, maintenance, motors and gearboxes - but it is more widely associated with its traditional and core product area of bearings and seals. Keen to develop the Tools & Maintenance product sector and develop a deeper product penetration within the customer base, BSL Brammer challenged the Agency to execute a format that could be widely distributed both by Royal Mail and existing field sales managers. The Solution The execution had to be cost effective to enable mass mailing but also an easily updatable format. A 'minilogue' was seen to be a perfect solution. Offering the best products and the best brands at the best price, the 'minilogue' delivered incentivised purchases and promotional impulse deals, but it also acted as a strategic tool, reactivating inactive and dormant customers through both raised product and brand awareness. The Result The results of the introduction of BestBuys have been exciting, demonstrating not only an increase in brand and product awareness but also a greater incremental sales uplift than ever expected. This continues to grow with each publication.

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