Hamilton (Wiring Accessories)
PRODUCT(s): Decorative Wiring Accessories
AUDIENCE(s): Professional Electricians ~ Developers/ Interior Designers ~ Wholesalers
HOW WE HELPED GROW THE BUSINESS…
Smart Thinking: Workshop (sales/marketing), brand repositioning & engagement, new product launches, media strategy & planning
Advertising: Trade media – print & online
Design: Press ads, brochures, case studies, advertorials
Digital: Website (design & build), technical datasheet library, e-newsletters, MPUs
Trade Events: BiiD Conf, ELEX Roadshows, LuxLive, Decorex, SLEEP, Ind. Hotel Show
Content Marketing: Product releases, case studies, thought-leadership/feature articles, competitions, industry awards & social media content
CHALLENGE: Hamilton essentially serves opposing customer groups
‘Left-brain’ technical Installers, and ‘right-brain’ creative Interior designers/specifiers.
Both groups are interested in the same decorative wiring accessories, but for different reasons.
Add to this the needs of essential wholesalers/stockists and it’s clear that Hamilton needed more than a ‘one-size-fits-all’ approach.
SOLUTION: ‘How can you move forward if you don’t know which way you are pointing?’
Getting Hamilton’s marketing and sales teams together in a joint workshop session was essential. Both teams immediately voiced common concerns about the existing website’s effectiveness at satisfying the needs of specifiers and installers.
A new website was designed to ‘inspire’ key specifiers, and ‘inform’ professional installers. The workshop confirmed that customer groups search for products in different ways: ‘By Collection’, ‘By Product Type’, ‘By Finish’. This formed the framework of the site’s architecture – a bold move forward from the previous product catalogue approach.
Hamilton’s competitive advantage is its diverse range of quality switch plates & sockets: traditional and contemporary designs. Brand awareness and engagement was delivered through an online/print advertising and integrated content marketing program within both specifier and installer specific trade media.
RESULTS: Positive feedback from sales force – they felt supported
Improved relationships with wholesaler partners
Increased number of bespoke orders from interior designers
Accelerated sales growth through supply chain
Significant increase in web traffic amongst all audiences
Successful brand extension within new sector – circuit protection
Increased invitations from editors to participate in relevant trade features
Finalist in LUX Awards and Electrical Industry Awards 2014