CPD drives results for Brett Martin



Brett Martin




Content Marketing

The Brief

Brett Martin’s Cascade Iron Style Rainwater and Soil System range is a product that looks like traditional cast iron but has all the benefits of plastic materials. The product has a number of loyal customers who regularly specify it, however, there are many potential customers who are unaware of the product and its many benefits. Brett Martin asked Fabrick to create a solution to:

- increase sales and specification
- drive product and brand awareness and understanding
- demonstrate and educate people on the advantages of the Cascade range

The Solution

Through the analysis of previous sales enquiries, four audiences were identified as being involved in the specification of the Cascade rainwater system: Housebuilders and Developers, Self-builders, Merchants and Architects.

Fabrick recommended an integrated campaign that would include adverts, email marketing and PR. Whilst these elements would help to drive awareness and enquiries, a deeper solution was needed that would provide more educational benefits, whilst being memorable and easy to scale to reach the different target audiences. The solution was an online CPD module.

The module provided Brett Martin with an efficient way of delivering a CPD, but promoting it on-demand and encouraging industry professionals to watch the CPD at a time convenient to them. The CPD covered all aspects of the product range and provided project-based cost comparisons (Cascade vs standard plastic vs aluminium vs cast iron) to provide clear evidence of potential cost savings. It also provided design guidance and extensive case studies to illustrate the diversity of projects that the product has been used on. This was a key piece of educational material, that once viewed, would encourage viewers to specify the Cascade range in future projects.

The Results

  • 1 Click here to view the CPD

  • 2 22.3% sales increase (compared to same time period in previous year)

  • 3 24.7% increase in new enquiries

  • 4 934 online CPD views

  • 5 15.87% increase in web traffic to the Cascade campaign landing page (compared to same time period in previous year) and 12.5% increase to main Cascade product homepage

  • 6 Brand awareness was increased amongst the 4 target audience groups, with target audience groups now having a better understanding of the product, its benefits and how it can be used.

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