Tactical Seasonal Campaign
PRODUCT(s): Outdoor Weatherproof Wiring Accessories
AUDIENCE(s): Professional Electricians ~ Contractors ~ Wholesalers
HOW WE HELPED GROW THE BUSINESS…
Smart Thinking: Push/Pull seasonal creative concept: ‘Power of Endorsement’, integrated execution, media strategy & planning
Advertising: Trade media – print & online
Design: Display ads, advertorials
Digital: MPUs, Leaderboards, Opt-In eshots
Spring represents a significant window of opportunity for the sale of outdoor electrical products – the majority are sold in these 3 months!
OTW was charged with developing a targeted seasonal campaign to enable both stockists and installers to exploit this increase in demand for weatherproof electrical products
Third party testimonials – a sales pitch doesn’t get more persuasive than one installer recommending a product to another.
Confident that Hamilton’s product was best in class, we invited the editorial team at Professional Installer Magazine to undertake an independent review of their Air Wireless Switching System.
The reviewer was a qualified electrician, and he was given a free system to be installed on the next appropriate job. The only proviso was to give an honest account of his experience.
A calculated risk, but one we thought was worth taking! And it paid off – with the reviewer giving a score of 4.8 out of 5.
The review appeared in the April print issue of PE, as well as being posted on LUCKINSlive and pushed out to its wholesaler readership.
Both installers and stockists were targeted with print ads, advertorials and online banners, all following the same ‘power of association’ Hamilton creative theme.
The review was also uploaded to the Hamilton website, acting as the landing page for both online and social media activities.
The campaign generated high brand visibility across the trade press and generated increase web traffic.
Product sales increased through the stockists.
Loyal Hamilton followers responded by including more outdoor project shots within the social media feeds.
This splash of activity has since generated system interest in other market sectors.