• Hamilton Trade Campaign - Power-of-Association

    PRODUCT(s): Decorative Wiring Accessories

    AUDIENCE(s): Professional Electricians ~ Developers ~ Wholesalers

     

    OILING THE WHEELS OF HAMILTON (TRADE)…

    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

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    CHALLENGE:

    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.

     

    SOLUTION:

    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.

     

    RESULTS:

    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.

  • Oiling the Wheels of Hamilton (Trade) - Wholesaler Press: Delivering a compelling product sales message by integrating engaging editorial with eye-catching display ads.

  • Premium Trade Press Exposure: Elevating the brand with solus display ads.

  • Strategic Bottom Strip Ads: Relentless brand presence with high-impact strip ads strategically placed at the bottom of in-depth editorial content.

  • Leaderboards and MPUs: Maintain online brand visibility on high-traffic buyer websites with prominent leaderboards and MPU (Mid-Page Unit) placements.

  • Maximize buyer engagement: Send product messages directly to phones & tablets via sponsored opt-in eshots!

  • In-branch point of sale demands a bold approach, leaving no room for subtlety.

  • Competitions draw high reader traffic, igniting brand engagement and enabling follow-up with opt-in entrants.