Creating an £85million new business pipeline from a £60k investment.
Knauf UK is a major supplier of gypsum based products to the construction industry. They chose to work with us at Cite to create a more sustainable and brand first approach to their marketing campaigns. We focussed on combining effective brand building activity alongside sales activation campaigns to help build brand loyalty, foster deeper customer connections and generate quality MQLs for the sales team.
To read more about why sales activation campaigns in absence of brand activity often fail to drive the desired results, take a look at this article about the 95:5 rule.
Knauf Planner Suite allows architects and specifiers to build out projects and create full specifications for their build projects and designs. It provide all the technical, safety and certifications required to meet their responsibilities under the ‘digital golden thread’.
New legislation following the Grenfell tragedy and Hackitt Report requires all construction projects to have a digital ‘golden thread’, tracking specified products and systems through the entire build process. This is the biggest regulatory change in construction for over 50 years – yet there has been confusion and a lack of clarity around how to plan for this change and what it means for individuals and business along the chain of design through to build. For Knauf this provided an unmistakable opportunity: to take the lead as the competent, trusted partner that specifiers and contractors need as they navigate the change.
Knauf’s Planner Suite is a digital design tool for architects and designers that not only allows them to create full specs but crucially, provides all the technical and safety information required to meet their responsibilities under the digital ‘golden thread’.
Perfect! So why didn’t we just promote Planner Suite?
Firstly, because that would go straight to the solution when much of the audience didn’t understand the problem. Secondly, because we’d only be talking to that 5% who are in the market right now (remember to take a look at the 95:5 rule). And thirdly because a longer, educational campaign allowed us to demonstrate genuine leadership and expertise, building trust in the Knauf brand among a much wider base.
Our campaign took a three-stage approach across 12 weeks. We began by doing a research piece with architects and contractors published as an industry survey. This outlined how serious an issue following the new legal framework is. Then followed with a thought leadership piece – a White Paper providing valuable insight with access to advice and support from Knauf. Finally, with the problem clearly defined and attention gained, we presented the benefits of Planner Suite as the much-needed solution.
We can give you the click through rates and form fill requests – all very impressive. But the effectiveness of this campaign to generate high quality leads is demonstrated by two numbers: 60,000 and 85,000,000.
Because from a total investment, including media, of £60k we created a potential new business pipeline of £85million. And one very happy client.
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