• 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

    read more…

    CHALLENGE:

    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

     

    SOLUTION:

    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.

     

    RESULTS:

    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.

  • 'Power of Endorsement' - an impartial product review undertaken and reported by an independent qualified electrician.

  • Get Recommended - Sell More! - Sell-In using trade websites and press read by wholesalers.

  • Get Requested - Sell More! - Sell-Out integrated campaign using editorial and display ads targeting Installers & Contractors.

  • Sell-Out campaign - Solus opt-in eshots to Installer & Contractor customer base.

  • Sell-Out campaign - Digital ads and other online channels, including social media.