UK branding tour for A Proctor Group
A Proctor Group Ltd
To celebrate the 21st anniversary of one of the company’s most innovative and successful products – Roofshield – the A Proctor Group decided to undertake a customer roadshow. They appointed Fabrick to help them manage the event, maximize its exposure and reach and reinforce Roofshield’s brand awareness.
To celebrate Roofshield’s 21st milestone year, the company asked staff to suggest ideas for events and activities. Suggestions included a CPD tour and handing out bacon rolls to construction sites. Fabrick developed these ideas and suggested a 21 years, 21 stops tour of the UK - this allowed the client to get in front of as many key customers as possible.
A state-of-the-art catering van was transformed into a well-branded roadshow vehicle.
Commencing from the company’s historic home of Blairgowrie in Scotland, the roadshow team visited 43 locations in total due to high demand across the length and breadth of Scotland and England where they provided merchants, architects and construction sites with free bacon rolls and mugs of tea followed by CPDs, hands-on product demonstrations and free advice and best practice information on roofing membrane solutions.
Promotional giveaways – from travel mugs to beanie hats – were also available to help make it a highly memorable event.
To add a finale, the roadshow concluded its 1,525 mile trip at Ecobuild, where the client was exhibiting.
Fabrick’s project team managed the event alongside A Proctor, from confirming locations for each day to setting the route. The design and wrapping of the vehicle was also managed by Fabrick with their staff on hand each day to help make teas, hand out the food orders and provide other at-event support.
To help spread the word about the roadshow, the Fabrick team provided promotional support including on-the-road tweets and Facebook updates which helped tell their social media community where they were in the country.
Result 1: Due to its popularity, the roadshow exceeded its target number of stops from 21 to 43
Result 2: Secured exclusive interview with RCI magazine
Result 3: Fabrick secured free stand space at Ecobuild (now Futurebuild) to help prolong the campaign
Result 4: Created opportunities for open dialogue between Roofshield’s Regional Sales managers and existing and potential customers
Result 5: Significant increase in Roofshield’s brand awareness and product understanding
Result 6: “The way in which Fabrick executed the planning of our roadshow was superb. The brand awareness event to celebrate 21 years of success with Roofshield – the air & vapour permeable pitched roof underlay, provided us with an opportunity to educate current and potential customers as well as a chance to say thank you to buyers for their business in a fun and unique way. A professional approach was adopted by all Fabrick staff involved in the event, and the project management and social media teams particularly deserve a special mention.”Communications Director, A Proctor Group