Magnet Trade – B2B PR case study

Magnet Trade, the nationwide kitchen and joinery experts, challenged us to engage its tradesperson target audience via a B2B and B2C campaign – driving awareness of its products – with the ultimate aim of increasing trade account applications.

Objectives

Grow nationwide awareness of Magnet Trade as a supplier of quality kitchens and joinery to the trade

Overcome the negative price perceptions some tradespeople have towards Magnet Trade

Communicate the benefits of tradespeople being able to take their customers into Magnet retail showrooms, in order to see and feel a Magnet kitchen

Increase trade account applications

Strategy & Plan

Initially, we identified social media as a key channel through which to reach the target tradesperson audience.

Our social media strategy was to split the initial six months of our support into ‘phase one’ – ‘building a relevant tradesperson audience’ and ‘phase two’ – ‘driving account application messaging and increasing customer interaction’. All our activity was closely tracked and reported on, ensuring we could use a ‘trial and error’ system and maximise engagement with the target audience.

Our research suggested that regional, community support would be motivating for our audience.  So we focused on driving awareness of specific store offers and CSR activity, as well as geographically targeting our social media activity, making it as relevant as possible to Magnet Trade’s target audience.

Lastly, in addition to sharing local store news with regional media, we commissioned a national news making survey to gain widespread brand awareness.  This created an opportunity to ask tradespeople about their preferred media channels – ensuring our media outreach is highly targeted.

Measurement & Evaluation

We measured the success of our activity, based not only on the number of cuttings achieved, but also product key message penetration, sales figure improvements during promotional events and the number of account opening leads generated via social media.

Results

Our local PR and geographically-targeted social media support ensured Magnet Trade achieved significant success during Trade Day and Trade Week’s ‘offers based’ initiatives. We achieved a spread of trade and regional coverage to drive awareness of these events.

 

The results of our survey into the lifestyles of British tradespeople achieved coverage both in print and online in The Sun and a page-lead story in the Daily Star.

 

Since commencing social media activity for Magnet Trade, we have increased Facebook fans by 197%, Twitter followers by 240% and over 90% of social media interactions are from men – Magnet Trade’s primary target audience.

 

During ‘phase 2’ of our social media activity, in just one month, we drove 541 social media users to Magnet Trade’s online account opening form, 85% of which were first-time visitors to the website.

Results

National press coverage for a trade survey - hitting The Sun and The Daily Star
Helped drive 16% increase in sales on trade this year, compared to last year