‍Case Study: Wellingborough BID
Campaign: Discover Wellingborough

Objective:

To increase footfall and promote over 400 town centre businesses by engaging local shoppers through consistent marketing communications.

Challenge:

While the Discover Wellingborough campaign was designed to shine a spotlight on the rich variety of shops, cafés, and services in the town, the BID team faced a critical challenge: how to capture contact details from local shoppers in order to market to them effectively. Without a marketable database, they couldn't build lasting relationships, share events, or promote offers to their ideal audience.

Solution:

Wellingborough BID partnered with Activate BD, who provided a simple but powerful solution — branded Lead Boxes. These were placed on shop counters across participating town centre businesses, inviting customers to share their contact details for a chance to win local prizes or receive exclusive offers.

Each Lead Box was connected to a central CRM (Customer Relationship Management system), enabling real-time data capture and seamless integration into weekly email campaigns.

Results:

The results exceeded expectations:

• One shop collected over 800 contact details in just one month
  
  
• Dozens of businesses joined the initiative, rapidly building a shared local marketing database
  
  
• Weekly emails were sent to local shoppers featuring offers, event invites, and news from town centre businesses
  
  
• Communication improved not only with customers but also between local businesses, helping build a more collaborative high street community
  
  

Impact:

Thanks to the Lead Boxes and CRM system, Wellingborough BID transformed how it engaged with the public. Regular emails kept the town’s shopping and dining experiences top-of-mind for local residents, resulting in better event attendance, increased footfall, and stronger shop-owner relationships.

Testimonial:

“The Lead Boxes have been a game changer. They allowed us to build a database that’s now one of our most valuable tools. We can communicate directly with local shoppers and support our businesses with real-time marketing. I highly recommend this approach to every town centre.”
— John Cable, BID Manager, Wellingborough

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