Hamilton Trade Campaign - Power-of-Association
PRODUCT(s): Decorative Wiring Accessories
AUDIENCE(s): Professional Electricians ~ Developers ~ Wholesalers
HOW WE HELPED GROW THE BUSINESS…
Smart Thinking: Push/Pull creative concept: ‘Power of Association’, integrated execution, media strategy & planning
Advertising: Trade media – print & online
Design: Press ads, advertorials, in-branch point-of-sale
Digital: MPUs and Leaderboards
Hamilton currently has over 22,985 wiring accessories registered on LUCKINSLive – the industry-standard product-sourcing platform for the sector.
With such a comprehensive range, a campaign focusing upon individual products wasn’t going to work.
We needed to find another way…
We know ‘Buyers’: wholesalers and installers are time poor.
They are often looking for immediate solutions rather than detail on specific products.
Hamilton’s range can be segmented into unique product groups.
Now, all we needed to do was to to develop a creative approach that linked the product groups to the Hamilton brand.
Please look left to see the creative link!
The consistent application of a set of colours and graphic devices creates stand out in an often visually cluttered promotional environment – be it digital, print or within an over-the-counter branch setting.
The power of association: aims to make buyers connect the product group being advertised to a desirable set of brand values or traits associated with the manufacturer, Hamilton.
Traits such as ‘quality’ and ‘engineering excellence’ can be key differentiators and help to create a competitive edge that will influence purchase decisions.
The campaign has considerable ‘STAND OUT’ in the trade media.
The flexibility of the creative works well across print and online.
Product sectors, such as weatherproof accessories, have experienced an increase in sales.
Positioning Hamilton as a ‘Solutions Provider’ has created the opportunity to promote less commonly sold products.
The campaign is on-going.