Hertfordshire-based Hatfield Interiors is an interior design and fit-out specialist that creates innovative, inspiring, beautifully practical interiors for large buildings in a wide range of sectors from leisure to commercial to education, including special educational needs (SEN) installations. 

With an end-to-end service that embraces not only furniture, fixtures, and equipment (FF&E) but also room design, project management, and sector-specific security and safety requirements, the company’s offering was distinctive - but it needed greater exposure, stronger positioning, and proactive outreach to turn brand recognition into leads and conversions.

BCM focused its work for Hatfield Interiors on exactly these objectives, ensuring the company’s marketing was targeted, productive, and cost-effective - offering measurable benefits.

Executing a considered LinkedIn strategy to include growing the following, as well as targeted messaging with thought-leadership content, we majored first on the brand and its differentiators, building the awareness and engagement crucial to the success of our subsequent lead generation activities.

This enabled us, on a modest budget, and faced with technically discerning audiences like architects and building designers, to mark Hatfield Interiors out from the crowd, drive positive reception of its USPs, and move prospects down the sales funnel from unaware, to aware - and buying.
 
The Solution

As with all BCM’s work, the value we added to Hatfield Interiors’ business started with immersing ourselves in the company, its services, and its prospects, customers, and competitors.

Using research tools and the data skills of our team, we put in place an ongoing programme to identify key prospects in the architecture and building design disciplines who had shown themselves, through their social media output and other channels, to be potentially receptive to timely, relevant communication from the company. 

We then used this highly segmented and targeted data to inform two critical LinkedIn initiatives:  personally connecting Hatfield Interiors’ CEO, Lawrence Brenchley, to each of the prospects in question, and then inviting them to follow the company’s LinkedIn page.

In this way, we grew the company’s profile and presence on LinkedIn, supported by thought leadership content to optimise engagement.

Having brought the Hatfield Interiors brand to life and increased its reach, we then set about capitalising on this brand recognition by using additional targeted data as the basis for proactive outbound telemarketing campaigns, with the objective of setting up initial meetings.

And to get ahead of the market, we ensured that this data was integrated with new project information from the Glenigan construction database, including projects at pre-planning stage, taking the timeliness and relevance of our outreach to the next level.
 
The Results

Our relationship with Hatfield Interiors has enabled a business that has a long track record of delivering successful projects to distil the essence of what makes it different, and bring this home to its target audiences with marketing that lands better, converts quicker, and shortens customers’ buying timelines.

On LinkedIn the company has increased its following by 60% in the last year, with posts reaching 20,000 impressions – a higher level than ever before.

Integrating the Glenigan data with our outreach campaigns has enabled Hatfield Interiors to pitch to an increased number of project prospects, winning one major project every other month. 

And from the outbound phone campaigns, which we’ve used as a means of gauging ongoing brand recognition as well as obtaining leads, there has been a significant increase in familiarity with Hatfield Interiors’ brand, and a corresponding uplift in meetings secured.