• 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

    read more…

    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

  • Integrated advertising and editorial program to raise brand awareness and 'inspire' project specifiers/interior designers.....

  • ...as well as ‘inform’ professional installers.

  • Product launches: targeted online/print advertorial campaign, industry awards plus consultant testimonials.

  • Campaigns to extend the brand into new but kindred product sectors.

  • Reposition brand from ‘product’ provider to supplier of ‘total solutions’.

  • Extend customer 'reach' through trade portals such as Voltimum.co.uk

  • Keeping Wholesale customers informed of all new product and solution developments.