The UK’s leading cylinder manufacturer, Gledhill, tasked us with maximising their marketing budget by raising brand awareness and driving sales of their hot water cylinders.
Rather than just focusing on paid-for advertising, The Write Angle delivered a multi-channel campaign targeting Gledhill’s key audiences: installers, merchants and specifiers.
The availability of high-quality products is vital to merchants and installers, and using this angle, we ramped up promotion of the product range and nationwide depot network that offers local manufacturing and speedy delivery.
Crafting content that communicated the right message to the right audience in an engaging and creative way was essential to the success of the campaign.
Direct response activity included a newsletter and e-shots featuring product updates, legislation changes, case studies and industry news. A robust PR campaign targeted trade titles with news stories and technical features.
Competitions, including text to win, increased awareness with installers, and a series of merchant campaigns provided an incentive to drive recommendation at the trade counter level.
The campaign allowed Gledhill to talk to, engage, and build a relationship with their audiences, reaching 20 million contacts in a single year. The merchant activity strengthened relationships with key customers and created quantifiable sales.