After Catnic spotting a gap in the market for a quality fibreglass drywall joint tape, we worked alongside their internal marketing team to position their new bright orange drywall tape at the high end of the market for its quality and price point - with the aim of differentiating it in terms of its development and the way in which it was marketed to the trade.
The ‘Stick with Orange’ marketing campaign was underpinned by an offering of incremental sales rewards to builders’ merchants and by generating end-user pull through demand.
Following some market research we developed a highly targeted direct mail approach to over 4,000 tradesmen, coupled with a promotional giveaway offer of a free beanie hat for every purchase of the product. The campaign strapline ‘stick with orange and we’ll stick a hat on you’ was used on the direct mail and on supporting POS, countertop dispensers and promotional advertising in Professional Builder magazine as well as through PR and social media activity.
The campaign was a resounding success with 228 new stockists and a ROMI of 3.85 – 136% of the initial target.