A tour with a difference for MEDITE SMARTPLY
MEDITE SMARTPLY, a market-leading producer of sustainable timber construction panels, approached Fabrick to help them identify a way of directly communicating and engaging with their customers and distributors. They had recently launched several products and wanted an opportunity to directly demonstrate these products, their USPs and to tell customers directly why they should choose to purchase them.
Fabrick presented an idea that was a little different but completely within our experience – a road trip across the UK and Ireland!
We suggested branding a large catering van that would be driven to MEDITE SMARTPLY distributors and key customer locations where construction professionals could meet MEDITE SMARTPLY’s sales representatives and technical experts for product demonstrations, live technical talks and samples of the newly launched products.
To entice construction professionals to meet MEDITE SMARTPLY’s team, we suggested offering free bacon rolls and cups of tea because who can resist a bacon buttie?
We wanted the client to be able to directly share their expertise in the MDF and OSB industry as well as have the opportunity to engage with existing and potential clients.
We also suggested offering free MEDITE SMARTPLY branded gifts to help keep the brand name firmly in the minds of their customers. These could be won through participation in games and competitions run by the MEDITE SMARTPLY touring team.
To ensure the van could be easily seen and distinguished from other vehicles on sites, it was painted a bright blue to bring it in line with the new branding styling that Fabrick also created. Add a touring hashtag and campaign message and the van was not to be missed!
Together with MEDITE SMARTPLY’s other agencies, a comprehensive promotional plan was implemented to promote the tour, which included on and offline advertising and PR and an extensive social media campaign.
Fabrick provided all creative elements of the tour - from van branding to advert creative to designing the promotional gifts – as well as managing all food and logistical elements of the road trip.
The tour started in June and concluded in Ireland in October. It was a great success.
The UK leg of the tour achieved the results detailed below:
Result 1: The tour received finalist status at the 2019 Construction Marketing Awards in the Best use of events and live marketing category
Result 2: The tour received 1,905 visitors – against a target of 1,200
Result 3: 55 customer brand visits – against a target of 40
Result 4: 38 new sales leads – against a target of 20
Result 5: 383 sample requests – against a target of 200
Result 6: 1,373 product datasheet downloads
Result 7: 1,286 social media engagements
Result 8: Direct engagement with target audience groups
Result 9: Brand recognition and product enforcement