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CAMPAIGN NEWS: Corus Colors goes under the influence with new digital marketing strategy

Corus Colors is aiming to leverage the power of ‘influencer marketing’ to accelerate its growth in the commercial buildings refurbishment sector. The pre-finished steel provider is working with agency IAS B2B Marketing to roll out a digital marketing strategy, with a key focus on social networking and blogging.

The campaign went live in July with the launch of a new website that is tied into specialist blogs on key issues for the refurbishment sector, including sustainability issues, building regulations and testing. IAS has also established expert profiles for various Corus Colours spokespeople on LinkedIn, and is looking at developing a Youtube service showing video evidence of issues impacting on building refurbishment.

Sam Dorney, account director at IAS B2B Marketing, explains that whilst owners and managers of commercial properties will be the core market, the campaign will also seek to target a wider audience. “We’ve developed a ‘web of influence’, mapping out the various types of people who may be involved in decision making around refurbishment. This could include contractors, building surveyors or even architects. This campaign will seek to target such relevant individuals.”

The fact that companies in so-called ‘traditional’ sectors such as manufacturing and property are now actively embracing social networking techniques will be seen by many as proof that it is an increasingly mainstream media.