One to one
in Germany

Fisons is still a household name in Britain. Even if most of the company has been divested over the years.

But in Germany, the name Fisons was virtually unknown.

Fisons wanted to extend their successful catologue based scientific equipment distribution business into Germany.

The major buyers of laboratory equipment were used to dealing with a number of specialist suppliers. All local and most with long and well established trading relationships.

First the key buters were accessed through a direct mail campaign prior to a major exhibition event in Germany.

Breaking the mould

Then they were welcomed into the "Fisons Direkt One to One Club".
A carefully chosen name that enabled us to roll it out over the rest of Europe.

Each received a membership card and trial discount 'cheque' book. The German's were not used to buying their supplies via telephone and mail despatch - so here was a way to try it out with a price incentive.

They also received an invitation to receive a free CD of popular classics when they visited the Fisons stand at the exhibition and a chance to win a CD player too. All they had to do was show their membership card.

At the exhibition they were invited to wear large numbered badges. If they found a matching badge on another wearer around the show, together they could each claim a CD player.

The impact was enormous.

Thousands of visitors all went around the show hunting for matching Fisons' badges. There cannot have been a single visitor who had not heard of Fisons Direkt by the time the 3-day exhibition was over.