LATEST WORK
see moreReinforcing connections with tilers
BAL tile adhesives: needing to lock-in the loyalty of long-standing professional users
Tiling professionals have given BAL adhesives and grouts consistently high ratings for quality and reliability. Their loyalty must be defended because lower-priced alternatives may tempt them to switch.
Our Task
Make direct contact – fast ! First, validate and enhance the most recent database of fixers.
Then develop a sustainable direct communications programme, offline and online. Engage with users, build insight, and nurture their relationship with BAL.
Action and Output
- An integrated Fixer Focus programme: concentrating resources on a more qualified target base for maximum budget cost-efficiency so that repeat contact is affordable.
- BAL Fixer Focus newsletter mailings: supported by interim EDMs to anchor the programme. All driving fixers to the website, to online product updates and demo videos, and to training and technical services.
- Added value offers: designed to support fixers’ own businesses rather than conventional promotional items. Providing relevant information to update their professional knowledge.
- Insight questionnaire: helping us get to know them better too.
Result
- Campaign responders in Year 1 reveal £4.5m annual spending potential on adhesives and grouts.
- Over £500k incremental sales opportunity via switch/up-sell is identified so far.