Keeping BHP Building Products at the “Top Of The Trade”
Can you imagine a substance less exciting than corrugated iron?
While roofing contractors realise it’s a material that’s crucial to their business’ success or failure, even they find it hard to work up much enthusiasm for particular brands of “galvo”. Nevertheless, BHP Building Products, faced with competition from cheap, imported roofing materials, needed to engender brand loyalty among roofers.
Our solution was the “Top Of The Trade” customer relationship campaign – a series of newsletters and exclusive offers designed to draw roofers closer to BHP Building Products and make them impervious to other suppliers’ (mostly price- based) attractions.
The keys to the program’s success lay in the interactivity of the various promotions and the authority of the “tricks of the trade” information included in each mailing.
Sourced from a 50-year roofing veteran, the “tricks” lent BHP Building Products an image of being knowledgeable and in tune with professional roofers’ concerns – far more than just another supplier.
The result was a dramatic decrease in substitution of non-BHP roofing products by contractors, an equally startling increase in on-line materials purchase by contractors from BHP and a renewed currency of BHP Building Products’ reputation as “the roofer’s friend”.