Brett Martin enjoy media planning & buying benefits
Brett Martin is a leader in the manufacture of plumbing and drainage, daylight systems and plastic sheets. The company has created an innovative alternative to cast iron rainwater systems – a plastic system that has been designed to aesthetically replicate traditional cast iron, whilst offering multiple benefits. As part of a campaign to drive specification for the systems, Fabrick provide media buying services.
Cascade is an innovative rainwater system. Designed to replicate cast iron, it has many benefits – it is cheaper, lighter and requires less maintenance. As part of an integrated marketing campaign where Fabrick provided creative, PR, and events support, we were tasked with managing the media buying for the campaign.
Cascade has many potential audiences including architects and housebuilders, self-builders and merchants, all of whom influence the specification and purchasing process. Fabrick also identified that planners were a key audience to engage with as they have the power to approve or reject products – Cascade has been approved for use on heritage products where it is replacing cast iron and it was essential this was communicated to planning officers.
Fabrick created a detailed media schedule that covered both online (digital) and offline (print) media, with publications carefully selected for their audience reach and influence. With the schedule approved by Brett Martin, Fabrick managed the media buying and liaised with the creative team to finalise copy which was then duly provided to each publication.
Due to Fabrick’s extensive client base, we used our substantial buying power and industry media relationships to secure highly completive rates for the media placements; thus delivering added value as part of the schedule.
1 Creation of a detailed construction media schedule, covering all key audiences
2 Careful selection of media, ensuing positive print and digital coverage
3 Analysis of media titles to ensure maximum reach and impact across target audiences
4 A well placed and well received media campaign