Dual-branded promotional materials are being rolled out across the UK and Ireland after a successful introduction with independent merchants in the south east of England.
A suite of point-of-sale items, including flyers, dispensers, posters and jotter mats has been created to promote Ideal Standard and Armitage Shanks at Fayers and Drakes, which between them have 12 branches in London and the south east.
They promote our core commercial ranges and offers, and include the merchant’s branding and, for example, their own codes to simplify ordering on their part.
The materials were developed by the Marketing Team after an approach from Julian Williams, Key Account Manager in the Independents channel.
Julian said: “We recognised that it would increase exposure if we brought all our separate Ideal Standard and Armitage Shanks trade offers into one easy to navigate promotional leaflet and dual branded it.
“We knew that dual branding would also give the customer a sense of ownership and increased awareness in branch, and the response from the merchants and their customers has been good.”
Joe Land, Sales Support Supervisor at Drakes, said: “Feedback so far has been positive. Having our codes in the book is a big help. People like the look of the book and how easy it is to navigate through.”
The dual-branded materials are being developed for more groups of strategic independent merchants in the Republic of Ireland and Northern Ireland.