Working with a leading manufacturer to promote product innovation, raise awareness and increase enquiries.
EGGER is one of the leading manufacturers of wood-based panels in Europe. The company supplies the furniture, decorative interior and building markets. Part of the EGGER building products range, EGGER Protect is the only structural flooring system that can be exposed to the elements for up to 60 days.
The company commissioned us to devise, develop and implement a multi-channel marketing strategy to raise awareness of the product among building merchants and house builders across the UK and ultimately generate warm leads for their sales team to follow up.
We worked with the marketing team at EGGER UK to develop a multi-channel campaign to promote EGGER Protect to house builders and merchants.
We developed a series of key messages around quality, reassurance and value. Then designed and produced content (copy, images, ads, video and direct mail) aimed at prospects at different points in the buyer’s journey. With broader creative ideas designed to raise awareness and more detailed technical information for those closer to making a buying decision.
The campaign landing page on the EGGER UK website included product specification sheets, demonstration videos and a range of online after-sales learning resources designed to offer added-value and capture data.
117% improvement in response rate
28% increase in site visits
67% growth in firm enquiries
“Building products is a fiercely competitive market. We knew we needed a different approach if we were to stand out. Definitive helped us develop a compelling value proposition and implement a campaign that produced tangible results.”
Nicola Thompson, Marketing Co-ordinator, EGGER UK Ltd.