Making sure that CCF’s customers are always aware of its top quality products and staff expertise is a number one priority for the marketing team. So, when we were tasked with supporting a significant investment in our insulation offering, it was clear that a promotional campaign was needed; to change perceptions and rightfully align CCF with exceptional insulation solutions, product choice, and availability.
Following an increase in the range of insulation product solutions on offer, backed by great availability, and quick delivery options, plus staff training to place ‘insulation champions’ at CCF branches nationwide, we faced the challenge of positioning the business as the go-to specialist for insulation products and advice.
The campaign was to be solely focused on insulation, so the first move was to partner with three top insulation suppliers: Knauf, Kingspan and Celotex. We used this as a springboard to position CCF as a valued partner in the supply of insulation products, capable of offering real technical advice and communicating the key message that CCF ‘never stops thinking about insulation.’
Campaign tactics included a strong presence on social media with a dedicated CCF Twitter feed and a highly targeted LinkedIn brand management campaign, with tailored content for trade audiences. To keep activity fresh, a CCF insulation blog was also launched and regularly updated each month with advice and technical support for customers. We also placed thought-leadership comments in the trade press alongside a creative advertising campaign, all supported by radio slots to communicate with the trade, plus a bi-monthly e-newsletter which was emailed to the CCF customer database.
The campaign was a resounding success and we truly achieved the agreed aims. Standout results attributed to the activity include a 37% increase in insulation sales with it continuing to be our fastest growing product category. Market insight also supports CCF now being recognised as a true contender in the insulation market, which from the outset was a core ambition at the heart of the campaign.
To be commended for our efforts in the 2015 Construction Marketing Awards is a huge achievement and further recognition of our businesses’ ability to communicate effectively with customers.