Few agents will have considered making promotional capital from the week’s Beast from the East storm, but London agency John D Wood has, and should get this year’s award for quick thinking.
The company’s branch in the SW London suburb of Wandsworth yesterday morning decided to hand out ice scrapers to cars parked on streets within its patch, garnering praise from locals on social media.
Branch employees were up at 7.30am distributing the scrapers, which came with a note saying: “Please find your complimentary ice scraper on your bonnet this morning.
“We wanted to reach out to our closest neighbours and leave you a small token to hopefully come to your aid on this very cold morning!”.
Beast from the east
Branch manager James Wright (pictured, below) and a colleague spent an hour or so placing the unusual ‘direct mail’ onto the windscreens of 250 cars on six streets around its branch in central Wandsworth.
“We do the usual door drops and occasionally we distribute local market insight reports as flyers at the train station, but this is first time we’ve done this,” he says.
“To be honest, we’d had the ice scrapers sitting around gathering dust for some time and then, when the snow came down, we thought let’s use them so we jumped on it.”
The gifts and notes were noticed by several people on social media including one of London’s leading property services professionals, Jo Eccles, who is founder of SP Property Group and a Metro newspaper columnist.
She tweeted (see right): “Nice touch from @johndwood this morning” alongside a picture of the note.
Read more about John D Wood’s promotional hi-jinks.