This edition’s focus for Close the Gap is on showering.
There has been a lot of activity this month. Not only do we have full presentations for the Ideal Standard and Villeroy & Boch shower systems presenters, but a new eco shower system presenter has also been created and emailed to all colleagues earlier this week by Marketing Executive Kelly Beazer. This presenter can be seen here.
Marketing Director Leanne Martin said: “Kelly has created a great presentation focusing on just the Eco models. This is great for our project teams to help developers and hotel projects meet ESG targets where they need lower flow showering.
“But it’s also relevant for all customers. As we currently sit in drought in many counties, a focus on reducing water usage is important for all of us, and Kelly will continue to look at how we can share this messaging wider.”
The addition of an Eco version in the Alu+ collection also strengthens its ESG messaging, and this comes at the same time as we move from 84% recycled aluminium to 100%, which is an amazing achievement.
We have a stock of tap and shower displays for Ideal Standard (see above), which are available for our customers to roll out now, along with working on our Q4 offer which has the new shower systems included.
The Villeroy & Boch tap and shower display boards are in production for phase one and we already have customer commitment for 76 of these, which is a great start. These too will include the new ranges like Skyla in Q4.
There is an Ideal Standard promotion for shower systems in progress for those showrooms committing to new displays, along with a Villeroy & Boch shower system promotion within our upcoming Architectura sales out promotion.
To support our shower systems there is a new brochure in development too, which we should see come to life in the market digitally next month, and printed for Q4.
Leanne added: “For marketing, its important to reach many touch points, and work on how we get product out into the market and make it visible, how we encourage customers to take stock in and then how we support selling it out. And all of these activities are also being supported by digital campaigns.
“Across the next 3 months Alu+ will be a constant on all platforms, across Google and all social media channels, targeting both consumers and the architecture and design community. We have some great animated content and updated images for Alu+ that show off both the design and its features.”
October will see us focus on Solos and Infinity and moving into November we will change the focus towards Ceratherm showering, both built in and the new systems.
Digital Marketing Specialist Shardee Manzouri said: “We cover all these touch points as its important for us to be visible at the research phase as well as the planning phase, so present when someone starts looking at showers, but then also when they look for detailed information and then progress to purchase.
“By driving awareness and traffic to our sites it also helps raise the credentials for the brands and category.”
Read about what is happening and when in our digital campaigns in this article. See below for a reminder of the five core areas of our Close the Gap initiatives.
