Customer insight work revealed that many tradies considered purchasing their own mini excavator but that barriers such as cost and logistics often stopped them taking action. Working with WesTrac, we developed the “tradie bundle” including a mini excavator, basic attachments and a custom designed trailer. A $ per week cost was provided (instead of a pa finance rate) and market share climbed from 8th to second.
Commercial architects want building materials that allow the creation of new and innovative design but also provide proven performance and dependability. Insights into this "balancing act" allowed the successful positioning of next generation Zincalume steel, enabling new and innovative possibilities with little or no risk.
Cochlear is an undoubted Australian success story. But like all businesses today they face challenges from global competitors. Gaining insights from employees, volunteers, audiologists and different recipient segments allowed Cochlear to better understand how they are currently perceived and how best to deliver and position their brand and messages in a sensitive market.
Guttering installers are varied in size, from large businesses to self-employed tradies whose office is their ute. We learnt that installers are largely responsible for the specification of guttering but consumers specify the colour. Our strategy was to empower installers and homeowners by providing them with decision making collateral and quoting pads with pre-printed, trademarked Colorbond® colours. Guttering Installer Support Kits were made available online.
Even though it is a B2B marketer, Caterpillar® is one of the world’s leading brands. Our task was to comply with and leverage Cat guidelines but also provide a foundation for WesTrac to build its own distinctive brand. Using insights into customer businesses, WesTrac is building customer centric value propositions with a vast range of different market segments, from corporate miners to owner operators.
Messaging was extended from the brand advertising, however an additional insight for POS included the ability of the roof colour to lead the colour scheme for the entire house exterior. Home-buyers loved the interactive nature of the POS display and so did the judges. Awarded both the National and International PopEye Award for Permanent Retail Marketing Display.
The Colorbond® brand understands that Aussies want to be involved in the creative process of building and renovating their own homes, and have fun doing it. We wanted to remind people that Colorbond® is more than just a roofing material and that it is an integral part of building for their family’s future. The campaign was extended into all media channels via the Miller family and Andy’s obsession with Colorbonding.
Customers of Goodman Fielder Food Service were confused about the identity of the company and were no longer sure what the business stood for. The company had undergone an acquisition and a name change, which was then followed by a quick divestment and name reversal. Carlon Leong managed a comprehensive branding process, including internal stakeholder interviews and workshops, development of several brand territories, territory testing with customers and final brand positioning recommendations.
Market insights showed one of the key challenges of growing the residential steel framing market is the shortage of skilled trades, including framers, plasterers, plumbers and electricians. In addition to driving consumer demand, BlueScope set about providing education resources for builders, trades and TAFEs. A comprehensive menu of how to videos, data sheets and tools required was made available online and CD (for TAFE) in a friendly, simple tone.
Whilst architect designed homes form a very small percentage of the Australian market, they do provide inspiration for homeowners and project builders alike. Steel Profile magazine (owned by BlueScope) ran a promotion to encourage Architects to enter their homes featuring Colorbond® steel in the design. Finalists then had their homes featured in a DPS in Real Living, Australian House & Garden, Inside Out and Homes +.