A Birmingham digital media production company has sealed a series of new contracts thanks to its new e-marketing strategy.

Award-winning Vittoria Street-based Gas Street Works specialises in moving image communications from DVD to the web and mobile phones.

The company has built a portfolio of clients in the last seven years and now works with many companies and organisations across the UK such as the NHS, Barr Soft Drinks, Anglian Water and the Home Office.

Originally the company used brochures as a key marketing tool to provide information on the firm and to attract potential clients to its website.

But Peter Rigg, Gas Street Works' business development manager, has made e-marketing via targeted email shots the company's number one marketing tool.

It has slashed the firm's marketing bill by thousands of pounds and has resulted in a number of new contract wins.

"In the earlier days of the business, other than having a website, we didn't feel that our marketing strategy exploited all that the web had to offer," said Peter.

"We used to send out letters with a link to our website, but this wasn't very effective at generating traffic. Not many people can be bothered to type in a full web address from something that arrives in their letterbox, it's just not convenient.

"We decided to target sectors and subsectors with galleries of projects that we knew would be of great interest. Most of our new business is now won in this way.

"We follow up the emails with a phone call and because they are targeted people don't feel like they have received something not meant for them." The company now runs campaigns for five different sectors - a number that is continually growing.

"If we had to produce printed material to send to the sheer number of companies we market to now, the cost would be phenomenal.

"We haven't ditched print altogether but the majority of marketing is done electronically. It means we can get to 1,000 or 2,000 different places in a matter of seconds and know it has been received by the relevant person. Their responses are equally as fast - sometimes we send an email and get enquiries within a matter of seconds."

Martin King-Turner, of the National B2B Centre - the e-business centre of excellence for the West Midlands - also said: "This is a very cost effective way of marketing a business and is a much more targeted, considered approach rather than circulating thousands of fliers or brochures that don't always reach the right person.

"Furthermore, it is much easier to tailor this form of marketing rather than paying extra to have material reprinted."

The B2B Centre is part of WMG at the University of Warwick and funded by the European Regional Development Fund and regional development agency Advantage West Midlands.