When Polypipe sought to extend the reach and market share of its underfloor heating business, Rare was retained to conduct a strategic review of the marketing options and develop a cohesive communications plan. Central to the campaign was a multi channel strategy aimed at merchants, installers and consumers. The project required a completely new brand style to be developed, a strong consumer appeal, with the main focus of the campaign activity focused on installer recruitment and consumer awareness.
The installer network continues to grow and now has over 600 members. Rare has created various tools to support the network including: a sales toolkit, loyalty scheme, dedicated member’s area within the website, and selector/quotation tools to enable installers to easily select products and price up jobs independently online. The online tool is also used by merchants and there is a ‘light’ version for consumers to help them select the right products.
Following first year results that saw a 17% increase in stocking merchants, 635% increase in web traffic, over 6000 unique enquiries and a 45% sales increase, the business has continued to flourish to a point where revenues are now more than six times greater than when we started.