Polypipe Building Products
"We had no idea of the scale of benefit a focused marketing strategy would bring to Polypipe Floor Heating. The awareness, interest and sales achieved by the campaign Rare created for us have far exceeded our expectations. It definitely helps that Rare is an agency that understands the dynamics of our market and applies that expertise to our great benefit." - Dave Raynor, Polypipe
The Client
Polypipe Building Products: the UK leader in plastic piping, plumbing and heating systems.
The Challenge
Following on from extensive activity focused on increasing market share in the selfbuild and renovation markets, Rare were asked to devise a strategy to improve the Polypipe Registered Installer Network for underfloor heating products, giving it more prestige whilst delivering a professional service to customers.
The Solution
Our first step was to conduct research aimed at finding out the view of existing members of the Polypipe Registered Installer Network on current marketing activity, and assessing what additional tools might be required to help provide the highest levels of sales and service.
Following the research we devised a mechanism designed to allow the installer to guide their customers through a logical product selection process, determining the most suitable Polypipe underfloor heating solution for their needs. A comprehensive toolkit was devised to include customer enquiry forms, agreement forms, sales presenters, consumer leaflets and brochures, certificates, vehicle stickers and more. Each Registered Installer was also provided with an attractive carry case for all the RIN materials.
The Creative
A brand new logo and brand style was designed to coincide with the new campaign and emphasise the increased focus on the Registered Installer Network. Accompanying the toolkit of materials, the consumer website www.freeyourwalls.com was completely redesigned and a fresh look was created for consumer facing advertising with striking photographic imagery to complement the overall feel of comfort and accessibility.
The Results
Over 400 underfloor heating professionals have now joined the Polypipe Registered Installer Network. In our work with Polypipe over the past 5 years, we have helped define them as the clear leader of all trade sales manufacturers in this category, achieving a six fold increase in annual revenue levels and a 400% return on total marketing investment.
