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Constructive thinking, creative marketing the specialist integrated marcomms company

Constructive thinking, creative marketing - SLG Marketing

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creative marketing the specialist integrated marcomms company “If you can’t explain it simply, you don’t understand it well enough.” Using the insight and knowledge gained from this approach, we bring our marketing communications expertise to bear on the project, creating distinctive, relevant and appropriate solutions that enhance our clients’ reputations, build presence in the market place and deliver increased enquiry levels and improved sales.

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Page 1: Constructive thinking, creative marketing - SLG Marketing

Constructive thinking, creative marketing

the specialist integrated marcomms company

Page 2: Constructive thinking, creative marketing - SLG Marketing

“If you can’t explain it simply, you don’t understand it well enough.”

Page 3: Constructive thinking, creative marketing - SLG Marketing

Building business with the construction industry specialists

Delivering successful marketing campaigns for well-known clients across the construction sector, SLG work closely with practising specifiers, contractors and merchants to produce campaigns that bring our clients significant competitive advantage.

We start by assessing your competitors’ communications, looking for good and bad points and getting a clear understanding of their offering. We then talk directly to your target audience to identify what they want from their suppliers and how they want to be communicated with. To this we add the lessons learned from our long experience of creating campaigns within the construction and interior fit out sector - we know what works well and what doesn’t.

Using the insight and knowledge gained from this approach, we bring our marketing communications expertise to bear on the project, creating distinctive, relevant and appropriate solutions that enhance our clients’ reputations, build presence in the market place and deliver increased enquiry levels and improved sales.

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The briefAs leading providers of a wide range of commercial piping and sanitary systems, Polypipe Terrain wanted to increase enquiries and specifications of their products by comparing their many features and benefits against the traditional copper piping solutions that had become established

in the marketplace.

The solutionIn order to deliver maximum impact and thereby drive enquiries, we took the creative approach of producing memorable advertising that would immediately strike a chord with the target audience by highlighting the generally unfavourable aspects of the traditional copper product, and comparing these to the Polypipe Terrain alternative.

In every case, the superior benefits of our client’s products are clearly displayed and described in terms that will be clearly understood by the reader, and give them good reason to contact Polypipe Terrain for ‘plastic piping solutions’.

Designed to change perceptions and traditional ways of working, this striking campaign attracts attention to the many beneficial ways in which our client’s products could be used to great advantage instead of long-established materials and practices.

Each of the eye-catching images features a typical problem with copper pipe: the slow and complex installation process; the threat of valuable metals being stolen for scrap; and the possible on-site hazards caused by size, weight and sharp edges.

Polypipe plastic piping solutions

Soil & Waste High Performance Soil & Waste Acoustic Soil & Waste Plumbing & Heating Pressure Pipes

Soil & Waste High Performance Soil & Waste Acoustic Soil & Waste Plumbing & Heating Pressure PipesSoil & Waste High Performance Soil & Waste Acoustic Soil & Waste Plumbing & Heating Pressure Pipes

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Bison leading the precast industry since 1919When Bison needed a new full service agency, they chose SLG because of our consultative approach of working closely with construction industry professionals to develop focused marketing communications materials that deliver genuine results.

After researching the key attributes sought in suppliers by Structural Engineers, we evaluated the strengths and weaknesses of Bison and its competitors and then redefined their positioning,

re-structured their marketing tools, and implemented tactical marketing campaigns designed to gain market share both from alternative methods of construction and direct competitors.

We redesigned their website and literature, deployed tactical competitor advertising and leadership-focused PR, and held a series of 10 road show seminars, all of which were attended by 80 –100 Structural Engineers and all of which were over-subscribed.

The briefTo combat the in roads the method

of metal decking has made in the

construction industry, Bison came to

SLG with a brief to take on the metal

deck companies head-on and ensure

that when precast concrete was the

specified construction method, Bison

would be the preferred supplier.

The solutionA series of 10 seminars was delivered

outlining independent research,

which showed that precast flooring

was a more cost effective method of

construction than metal deck.

Bison was repositioned as ‘leading the

pre-cast industry since 1919’, a claim

which as well as being true historically,

was justified in today’s market.

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The briefAfter 30 years of market leadership,

Tensar wanted to launch a new

flagship product to counter increasing

deformation from copies of their

previous world-beating products.

SLG was tasked with taking this pivotal

product to market and delivering

increased enquiries and specifications.

The solutionTo promote this new product,

we created a two-stage campaign –

firstly to establish the new products’

independently tested superior

performance, and secondly to

demonstrate performance in the field

via completed projects. The campaign

was completely successful, the original

target was comfortably exceeded and

sales continue to grow.

Tensar a revolution in geogrid technologyAs market leader Tensar found specifications being broken by competitors offering ‘me too’ solutions. To counter this, they developed a new and superior product that was specified in a different way, yet sold at the same price.

After naming the new product in recognition of its predecessors, we researched the target Ground Engineers and established that the provenance of completed projects was a key driver in specification. This was not possible with a new product.

Extensive independent comparative testing was commissioned against the market leading geogrid and the results, which showed that the new product out-performed all others, were used to demonstrate that this truly was ‘a revolution in geogrid technology’.

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The briefWith the need to create a superior

and more focussed approach to the

social housing sector, Symphony

wanted to work with an agency that

already knew the sector and could

offer appropriate and relevant input.

The solutionBacked by the benefit of our

considerable experience and

knowledge of the social housing sector,

we were able to advise Symphony

on the key issues and create a

range of marketing communications

materials individually targeted to

address the differing interests of

housing associations, local authorities,

contractors and tenants.

Social housing is a specialised field in which the support of a large number of individuals and bodies needs to be sought in order to secure specifications. With an excellent track record of presenting other clients to this sector, SLG was well placed to help.

With the needs and expectations of a diverse selection of buyers, landlords, local authorities and government bodies in mind, and with a thorough understanding of the related publications and media, we designed a suite of marcomms materials.

Within this sector, the choice of images used along with the appropriate language and tone of voice are critical to success and we helped Symphony with an assured and confident presentation that underlines their ability to ‘supply nationally, support locally ’.

Symphony supply nationally, support locally

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The briefMultibuild commissioned SLG to

review their offer and collateral,

compare this with market needs

and expectations and create a more

confident identity in keeping with

the aims and objectives of a growing,

successful main contractor.

The solutionAfter reviewing Multibuild and its

competitors, it was clear that its

positioning and marketing collateral

needed to be evolved. The key to

this was developing exactly the right

positioning that would differentiate

them and then presenting it in an

appropriate and distinctive manner.

Multibuild the preferred choice

As a successful, stable and growing organisation with a reputation for integrity and honesty, Multibuild knew that in order to achieve their growth objectives, they needed to ensure that their ‘brand personality’ would create exactly the right impression.

Tasked with creating a campaign that would inspire confidence in potential customers, SLG reviewed the market and established that many of Multibuild’s competitors claimed market, delivery or price leadership, and we needed clear differentiation.

We positioned Multibuild around the quality and value of their working relationships with satisfied clients and undertook a complete re-branding and re-positioning campaign covering all marketing collateral to present them as ‘the preferred choice’.

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The briefAs a leading and prominent player

within their industry, H&R Johnson

asked SLG to develop their offer to

the social housing sector in a manner

that would confidently present their

reputation and credentials, yet display

a clear focus upon the particular and

specialised needs of that sector.

The solutionAs specialists in advertising and

marketing to the social housing sector,

we were able to use our special

understanding and experience to

design marketing communications

materials that would find ready appeal

amongst the many diverse individuals

and bodies involved in the

specification process.

H&R Johnson without compromise

H&R Johnson wanted not only to demonstrate their commitment to providing tiling solutions for Registered Social Landlords, but also to convey their outstanding experience and track record in the social housing sector.

In a series of think tanks, we concluded that the key to success lay not merely in offering good and competitively priced products, but in demonstrating a dedication and commitment to sustainability across the entire manufacturing and supply chain.

Using inspired graphic design, photography and copy carefully crafted to appeal to the many different specifiers and influencers within that sector, we created a range of marketing communications materials that presents this offer ‘without compromise’.

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The briefAs number two in the market,

Vista needed to present a high quality

image to their target market of

independent builders’ merchants,

but without the need to commit to

market leading promotional budgets.

SLG was tasked with developing a

range of marcomms materials to

achieve this result.

The solutionHaving reviewed the market and

researched Vista’s competitors,

we adopted a ‘design-led’ approach

which presents Vista as a solid,

reliable and reputable organisation

by means of very high quality 3D

product illustrations set within a

clear, confident and professional

graphic framework across all

marketing materials.

Vista engineered strength

In a highly competitive market dominated by some long-established and highly effective names, Vista needed a more professional image and presentation to raise their presence and credibility and powerfully assist in helping them to achieve their growth objectives.

In order to create an appropriate and distinctive professional appearance, SLG designed a suite of literature that uses extremely high quality digital images each individually created and placed within a sophisticated graphic design format.

Within each piece, the relevant technical and commercial information is clearly and unambiguously presented to ensure excellent accessibility and understanding by the reader and inspire confidence in Vista’s ability to deliver ‘engineered strength’.

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“I believe that much of the experience gained with our clients, coupled with insights gained from a close working relationship with our consultant specifiers, could be beneficial to your business. We can cite many examples of how our approach has benefited our clients, so why not contact me for an informal discussion on how our unique industry specialisation and expertise can bring real competitive advantage to your business?”

Mark GillMarketing Services Director

Tel: 0161 832 5574www.slgmarketing.com

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SLG Marketing LimitedJohn Swift Building19 Mason StreetManchesterM4 5FT

Tel: 0161 832 5574

www.slgmarketing.com