A campaign aimed at developing relationships with contractors working on smaller projects is already bringing in orders worth thousands of pounds.
Part of the Armitage Trust campaign, the initiative offers a £100 voucher to those placing their first order for £2,000 to £10,000 worth of Armitage Shanks products, either directly or through their usual merchant.
It is supported by a range of marketing initiatives which aim to outline the benefits of working with Armitage Shanks, including specification support, quality products and a single point of contact every time.
Since the campaign launch on 2 November, eight projects have been won as a result, including a primary school, a fire station, a hospital, a factory, a naval base, a care home and two offices.
Tom Ball, Regional Team Leader – Trade Channel (South), said: “Our relationships with estimators in the trade channel go back many years but the contractor relationship is newer to us.
“The aim of the campaign is to build a relationship with this new customer group and encourage them to place their next project with us.”
He added: “We want to build closer relationships with contractors so they come to us for their projects and we work with their preferred merchants to fulfil the order.
“As well as offering the incentive, we are putting a lot of work into increasing awareness of what we can offer in terms of specification help, quotations, long term support, quality products and so on."
The incentive is supported by a campaign which highlights the broader expertise and support offered by Armitage Shanks, through social media engagement, email marketing and focussed Mini Bluebook solution brochures.
One contractor for the above projects commented on how the incentive and support had convinced him to choose Armitage Shanks.
Armitage Trust is a key campaign, which started in October and is designed to build on more than 200 years of growth and dominance in the commercial washroom sector and our Nightingale Hospital work earlier this year.
The campaign aims to further increase our focus on smaller projects worth less than £10,000 – one of the main elements of our business strategy this year – which have historically been less of a priority than larger non-residential and national housebuilder schemes.
The reorganisation of internal sales and increased capacity brought about by Project Flywheel meant that this year the business was in a position to target smaller projects.
The first campaign to launch as part of Armitage Trust was an estimator incentive which went live on 1 October in a series of national and independent customers.