PRODUCT: Polycarbonate & Glass Rooflights, Roof Lanterns, Walk-Ons, Smoke Vents and AOVs

AUDIENCE: Professional Builders / Property Developers

CHALLENGE: Professional builders may install only a small number of rooflights each year, yet every project is different and the product choice can be complex.

Glass or polycarbonate? Rooflight or lantern? Walk-on unit or AOV.

Each project requires the builder to reassess the available options and ensure the chosen product is fit-for -purpose and meets the customers’ requirements.

Our task was to develop a clearer brand and product strategy that simplified selection and encourage builders to request a quotation.

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SOLUTION: We created a series of own-label sub-brands that could sit alongside established manufacturer products, giving builders a broader and easier-to-understand choice. 

The rebrand program included:

New print and digital sales collateral

New studio product photography

Brand continuity was extended online through the website and various trade eshots.

Brand awareness was generated through an aggressive trade advertising programme within the professional builder press, MPUs on key websites

Content marketing programme: new product/brochure release, thought leadership and instructional articles written to assist product installation.

Lead generation activities included the capture and cleaning of web visitor traffic to create a sales database. Prospects were sent both digital and hard copies of NDC’s range brochure.

OILING THE WHEELS OF NATIONAL DOMES…

Strategy: Rebrand , media strategy & planning

Creative: Sub-brand development and campaign concepts

Advertising: Trade print & online

Design: Press ads, sales support: brochures, case studies,

Digital: MPUs, e-newsletters

Direct Response: Prospect data, highly targeted and personalised lead generation/nurturing programmes (mail/online)

Content Marketing: Press releases, case studies and thought-leadership articles.

RESULTS: The future is looking very bright indeed.

NDC has seen an increase in quotations

Growth in sales and market share among professional builders

NDC’s Managing Director is receiving more requests from trade media to submit comments/opinions on industry features

Increased web traffic that’s converting into enquiries and requests for advice