National Domelight Company
PRODUCT(s): Polycarbonate & Glass Rooflights, Roof Lanterns, Smoke Vents / AOVs
AUDIENCE: Professional Builders / Property Developers
HOW WE HELPED ELEVATE THE BRAND…
Smart Thinking: Rebrand , media strategy & planning
Advertising: Trade media – 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: Product releases, case studies, thought-leadership/feature articles.
CHALLENGE: Professional builders only install a small number of rooflights in any one year.
Every project is different; every customer requirement unique; and the product options are diverse: polycarbonate or glass rooflights, roof lanterns, walk-ons, AOVs.
Each project requires the builder to reassess the range to ensure the chosen rooflight is fit-for -purpose and meets the customers’ requirements.
Our task was to develop a clear brand strategy that simplified product selection for the builder, encouraging them to request a quotation.
SOLUTION: The development of a series of own-label sub-brands that could be supplied alongside other recognised manufacturer brands, offering the builder the widest/clearest product choice.
The rebrand program included:
New sales collateral supplied in both print and digital
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.
RESULTS: The future is looking very bright indeed.
NDC has seen an increase in quotations
NDC’s sales and market share has grown amongst professional builders, especially those who are local
NDC’s Managing Director is receiving more requests from trade media to submit comments/opinions on industry features
Increased web traffic that’s converting to quotes and calls for assistance