Cheshire Bespoke Kitchens
AI Sales Intelligence Brief
Campaign value £20,000
- Sector
- Luxury Kitchens
- Location
- Wilmslow
- Average Sale
- £25,000
- Primary Objective
- Generate qualified kitchen consultation enquiries
- Budget
- £20,000
- Timing
- Ready within 30 days
- Target Market
- Cheshire + South Manchester
- Website
- cheshirebespokekitchens.co.uk
Prototype campaign estimates — demonstration only.
What this customer cares about
- High-value leads over volume
- Premium brand perception
- Local market dominance
- Affluent high income (ABC1) targeting
- Measurable performance
Recommended positioning
Do not position this as buying individual billboards. Position the campaign as dominating the Cheshire + South Manchester corridor with multiple complementary media touchpoints — outdoor for presence, radio for frequency, taxi for mobile coverage and digital to capture the demand the campaign creates.
- High customer lifetime value (average sale £25,000)
- Large individual transaction value — a handful of conversions repays the media
- Clear, tightly defined geographic market (Cheshire + South Manchester)
- Strong natural fit for outdoor and audio
- Opportunity for repeat seasonal campaigns
- Potential multi-channel upsell into rail, airport and connected TV
Likely objections & responses
“Why shouldn't I just spend £20,000 on Facebook?”
Digital advertising can generate enquiries efficiently, but this campaign is designed to establish local market presence while digital captures existing intent. Outdoor and radio create familiarity and trust before prospects enter the digital funnel — and the plan already includes a digital layer so you get both.
“How do I know the billboard generated a sale?”
We build attribution in from day one: a unique landing page and call-tracking number carried only on the outdoor and radio creative, postcode capture on every enquiry so we can map response against the site locations, branded search volume monitoring week by week, and a pre-campaign baseline so uplift is measured, not assumed.
“Radio sounds expensive.”
On this plan radio is £4,500 of a £20,000 campaign and delivers around 490,000 weekly listeners at roughly 5.8 opportunities to hear. That works out at pennies per listener — it is the cheapest frequency in the plan, and it is what makes the outdoor sites memorable rather than just seen.
“Can we start smaller and see how it goes?”
We can, but below a threshold the campaign stops working: frequency drops and the audience never builds recognition. A better route is to keep the 4-week structure and tighten the geography — concentrate on Wilmslow and Knutsford first, prove response, then extend.
Call preparation
- · We hold Wilmslow, Knutsford inventory that maps directly onto their customer catchment.
- · Their average sale of £25,000 means the campaign needs very few conversions to pay back — lead with payback, not media cost.
- · 30 Cheshire taxis and North West Business Radio are available in the same flight window, so the plan can go live inside 30 days.
- 1. How many consultation enquiries a month would make this campaign a success?
- 2. What is your current cost per enquiry through digital, and what does it convert at?
- 3. Which postcodes do your best customers actually come from?
- 4. Who else is visible in your market locally at the moment?
- 5. Is the budget committed for this quarter, and who signs it off with you?
Generate qualified kitchen consultation enquiries — they need volume of qualified enquiries and are frustrated with digital-only performance.
Attribution — proving the outdoor element generated the enquiry.
"I've had a look at the campaign you built — before we talk media, can I check what a good month of enquiries looks like for you?"
Offer to hold Wilmslow inventory for 5 working days while they review the plan, and agree a specific decision date on the call. Send the client-facing campaign page immediately after.
- · Rail 6 sheets at commuter stations in the target catchment
- · Manchester Airport departures screens for premium standout
- · Connected TV against affluent households
- · Seasonal repeat burst (£6,080) at the next peak trading period
- · Creative production and campaign artwork retainer
Suggested call script
Guide, not a word-for-word scriptOpening
"Hi [Name], I've been through the campaign you've built and there are a couple of particularly strong opportunities around the areas you've selected — is now a good moment for ten minutes?"
"Before I talk about media, tell me a bit about where the enquiries are coming from at the moment."
Discovery
How many enquiries a month do you get now, and how many do you want?
What does an enquiry need to cost you for this to work?
Which areas do your highest-value customers come from?
What have you tried before, and what happened?
Who else needs to be comfortable with this decision?
Positioning the plan
"Based on what you've described, I wouldn't spread this across Greater Manchester. I'd concentrate it — Wilmslow, Knutsford — so the same affluent households see you repeatedly rather than once."
"Outdoor gives you presence, North West Business Radio gives you frequency, Cheshire taxis keeps you visible on the move, and the digital layer captures the searches the campaign creates."
"Total investment is £20,000 over 4 weeks, and on our demonstration modelling that's around 1,204,000 people reached at 4.5x average frequency."
Handling the likely objection
"On measurement — you'll get a dedicated landing page and tracking number that only appear on this campaign, postcode capture on every enquiry, and a weekly report on branded search uplift. If a site isn't pulling, we move the spend."
Close
"Two things I'd suggest: let me hold Wilmslow for five working days, and I'll send you the client-facing version of this plan today."
"If the plan makes sense, can we aim to have creative briefed by [date] so you're live within the month?"
Follow up
Send the client-facing campaign page plus a one-page investment summary within two hours.
Diarise a 48-hour call back and note the agreed decision date in the CRM.