Polypipe Terrain makes plastic piping for plumbing, heating, drainage and waste applications. The aim of the campaign was to persuade those in the industry to move away from traditional metal pipes in favour of plastic alternatives. Experience shows that once a contractor has tried to plastic system, they rarely revert to using metal.
Each message was selected for its ability to convey one of the three most powerful and relevant messages to address problems with metal piping experienced by the target audience: speed of construction, theft and health and safety.
The messages were aimed at a potentially very wide target audience, ranging from architects and specifiers through to the more specialist end of the market where building services managers and contractors are very influential.
Four key magazines carried the adverts, Building Services Journal, Modern Building Services, HVR and PHAM News. The first two were selected to give coverage of the building services audience, while the remaining titles covered mechanical and electrical contractors and consultants in the heating and ventilation market.
Only the outside back covers were used to maximise the opportunity of being seen. The ads were spread to provide consistent coverage throughout the campaign, but tied into editorial features wherever possible.
Results
Despite difficult market conditions, the first four months of the campaign generated a 20 per cent increase in sales with customers ordering plastic piping where they previously used cast iron and steel. The number of telephone and online enquiries also increased and the company received requests for editorial input into trade magazines.
“The benefits the campaign is bringing have been obvious from the very beginning,” says Adam Turk, sales and marketing director of Polypipe Terrain. “Apart from the increase in both sales and enquiries that we have seen to date, the fact that other people in the industry, including our competitors, have taken the trouble to make very positive comments on our new advertising is a sure sign that it is hitting the mark and getting its messages across.”
