CASE STUDY: 'Take off with Magnet Trade' for Magnet Trade by Refinery Marketing Communications

The promotion offered professional kitchen fitters and builders the incentive of two return flights to a choice of up to 19 destinations — including Paris, Barcelona, Paphos and Las Vegas. The more they spent, the further they could fly. The mechanic was straightforward — customers simply had to register their participation online thus achieving the objective of gathering more data. At the end of the promotion, customers who had made their qualifying purchase were rewarded with their complimentary flights voucher.

The campaign drove customer sales to Magnet Trade despite a declining market, compounded by the economy contracting suddenly in the final quarter of the year. The promotion helped switch customers from the dominant player in the market, whose whole promotional calendar is centred around the Autumn. Plus there were many happy Magnet Trade customers who jetted away to exotic destinations on the house.

About Magnet Trade
• Magnet Trade supplies kitchens and joinery to the building trade via 200 branches and is the business- to-business arm of the Magnet kitchen retail brand.
• It sells solely to trade professionals, who are in turn hired by home-owners to complete property renovation work.
• It is second in the market to Howdens, the clear market leader with more than twice as many outlets.
• Magnet Trade has operated for over 90 years and has a strong UK-based manufacturing heritage.