Viva Violins

Direct mail campaign

The client

Viva Violins is a violin making and restoration business run by Rebecca Houghton, a luthier and the stringed instrument expert on the BBC’s The Repair Shop.

The challenge

Rebecca contacted me as she wanted help to market and generate sales of her book, “The Essential Handbook - For Violinists, Violists and Fiddle Players”.

The solution

I recommended undertaking a direct mail campaign to a targeted list of music shops and niche book stores. I prepared a covering letter and sent this with a copy of the book to 50 shops. My telemarketing associate followed up each letter with a telephone call the following week.

We ran the campaign over four weeks to allow Rebecca time to deal with any order enquiries.


The campaign was extremely successful with immediate book orders and strong potential for future orders. Out of 50 letters:
  • 10% (5) immediately placed an order.
  • 30% (15) were interested in having a discussion with Rebecca with a view to placing an order.
  • 8% (4) were interested in a follow up call closer to Christmas with a view to placing an order.

Client Comment

"Straight Marketing worked with me to promote my book and I have had excellent results from the campaign. It was run extremely efficiently and the results were very easy to understand with book sales and any further action needed being clearly communicated to me. I would highly recommend them for any marketing you might require."

Rebecca Houghton, Luthier

Straight Marketing
Tawny Bank, Maer Lane
Exmouth, Devon

01395 901116
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