Lafarge kicks off merchant World Cup campaign
Published:  21 May, 2010

BRISTOL: Lafarge Plasterboard is throwing its marketing weight behind a push to help merchants make more sales while also capitalising on the popularity of the World Cup.

Trade marketing manager Ben White said the Put Your Shirt On (England winning the World Cup) is encouraging merchants' customers to purchase plasterboard worth £150 and a range of the company's plasterboard solutions worth £100 to receive a free retro England shirt.

There is also an opportunity to enter a prize draw to win tickets to see England play at Wembley.

In addition, the company has produced a crib sheet for merchant staff to help them sell more accessories.

Point-of-sale packs, customised literature and what will become a cult A3 poster/FIFA World Cup planner are also part of the campaign.

"We originally printed around 100 of these items for each participating merchant" said Mr White.

"But, we were so overwhelmed by the response, that a further 15 000 have been printed to meet demand."

Merchants who have already signed up to the campaign include Jackson Building Centres, Ridgeons, Parker Building Supplies, Chandlers, Buildbase, Bradfords Building Supplies, MKM and RGB.

Merchants are also being encouraged to create their own distinctive displays onsite to attract their customers to the promotion.

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