We have been shortlisted for two awards in the 2020 Construction Marketing Awards (CMAs): ‘Best use of Advertising’ and ‘Best Stakeholder/Internal Communications’ working with MRA Marketing.
Our advertising campaign reflects our new marketing and business strategy, with a firm focus on changing the showering landscape and influencing how builders’ merchants and retail stockists sell showering spaces. The adverts convey our premium products, precision engineering and attention to detail in the context of today’s lifestyles. A grid layout allows the flexibility to combine imagery and messaging in an impactful and memorably way, while building a recognisable platform for Lakes’ brand.
Making the showering space the hero is an important of the advertising message. Enclosures are more than just glass cubicles in the corner of a room. It’s a holistic experience that includes glass, hardware, frame and tray. So it’s important customers and homeowners notice the space and understand why it matters. Working to a plan and media schedule, the adverts have been strategically placed across target publications for consistent exposure.
For the ‘Best Stakeholder/Internal Communications’ award, we are shortlisted for our ‘Safe Working in the Home’ guides, an industry-wide campaign developed by MRA Marketing to help get the bathroom industry working again after lockdown. The aim was to give installers the confidence to go into people’s homes, and homeowners the reassurance it was safe to have bathroom fitters working in their home.
When UK lockdown eased, merchants reopened and sales started to recover, but bathrooms lagged other categories. Installers didn’t know if they should or could work safely in customers’ homes and didn’t know if customers would want them to. Homeowners didn’t know the protocols for safe working. Everyone was waiting for guidance.
So to get the bathroom sector working again, MRA suggested that we take the lead with introducing two guides – one for installers and one for homeowners – with all the latest Government and industry advice in clear simple language. The guides, endorsed by the Bathroom Manufacturers Association and supported by the Builders Merchants Federation, are available as downloadable PDFs and hard copies. A campaign logo is available too, with stickers produced for showrooms, online, vehicles and merchant branches.
The guides are promoted by us and others, and have been widely welcomed and credited with helping the industry get back to work. Bathroom sales picked up strongly in August and September.
Our Sales & Marketing Director, Mike Tattam comments: “To be shortlisted for two CMAs is fantastic. It’s been a challenging and worrying year for everyone so we’re particularly pleased to see our efforts recognised for supporting the industry with our ‘Safe Working’ guides, helping businesses get back to work in a ‘new normal’. We’re looking forward to the virtual event at the end of November and keeping our fingers firmly crossed!”
The CMAs are a national measure of excellence in construction marketing and business development, including research and strategy. Winners will be announced at an online prize giving on 26th November. For more details visit http://www.cmawards.co.uk/