Success story GWS de schoonmaker

Still successful: a creative message on a decision makers doorstep

Cleaning company GWS shows that, even in times of COVID-19, this can still be very successful.

Due to the COVID-19 outbreak there is extra focus on hygiene at many organisations. In addition, the situation caused negativity in the business world. Let alone the financial consequences. These are things that many entrepreneurs bothered. In order to bring a positive message, Gaby Westelaken, director at GWS de schoonmaker, developed his own version of the “Wheel of Five” inspired by the five basic food groups.

“That idea started on the basis of a 3D printed door handle opener, which allowed several cleaners in my organisation to work even more safely. In addition, there was the necessary demand for disinfection gel. Finally, I added a tube of vitamin C, wipes for cleaning keyboards and paper towels to arrive at our Wheel of Five”, Mr. Westelaken explains.

Where nowadays it is mostly about online tactics, this action has shown that offline tactics can also be very successful. After 1,5 month 60 packages have been sent. 5 of those 60 led to an appointment and 1 of those 5 even resulted in a new customer.

After the idea was designed, there was a need to get that message to the right people. “As we have worked more often with Smart Profile, they are also our customer, we know the quality of their data. So in this case I contacted them again in order to select the right target group. In an attempt to stand out from the crowd, I opted to have it delivered to people at the office instead of in a full e-mail box,” adds GWS’s Director.

In order to make the right selection it was important that companies that receive the communication have at least 25 workstations and are located in the region of Den Bosch, Eindhoven, Tilburg and/or Breda. Especially general, financial and facility management are relevant for GWS de Schoonmaker to approach. After making these insights available from the Smart Profile MarketBase, the first documents were sent.

“As a first step, 15 packages were send in the Den Bosch region, with 1 person calling afterwards to see how the message was received and if there was the possibility to make an appointment. The goal was to share a positive message and to emphasize that we can help them out. During the follow-up appointment, I explained the company and our possibilities,” adds Gaby Westelaken.

Where nowadays it is mostly about online tactics, this action has shown that offline tactics can also be very successful. After 1,5 month 60 packages have been sent. 5 of those 60 led to an appointment and 1 of those 5 even resulted in a new customer.

About GWS dé schoonmaker

GWS works with the latest techniques in the world of cleaning. In addition, half of the 350 employees consist of people who have followed a 9-week training course. Also, all used materials are recycled according to the cradle to cradle principle. Examples of a new technology are a wireless vacuum cleaner and a scrubbing machine that uses less water and electricity. Moreover, that machine is smaller, three times faster, lighter and also easier to use. Besides that, people are measuring the air quality in order to improve it in the industry.

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