Craig Laing, Commercial Manager, at Ultratape, highlights some of the strategies it uses to increase brand awareness with both merchants and end user.
Merchants know us best for supplying tapes for use in every phase of construction and being an “on-time, in -full” supplier that merchants can trust.
However, our job isn’t done until we have helped the merchant sell the product. In the past two years we have implemented a variety of strategies to increase brand awareness with both merchants ane end user. These have included:
PIM data: Minimise admin time, so you can focus on growing your business
We have simplified how merchants access our PIM by becoming an approved NMBS OnePlace supplier. This product information management and B2B trading platform allows the merchant to streamline the ordering process and reduce time spent on queries and invoicing.
In line with the industry and the Builders Merchants Federations universal PIM template, we can give you, the merchant comprehensive PIM data including marketing features and benefits, logistics, images, spec sheets and much more. We have gathered and produced all this information which is available to all customers on their respective buying group hub or upon request.
Marketing and brand awareness: Empowering you to attract more customers and drive sales
We have always attended a variety of merchant trade shows through the year. To further help drive brand awareness we are showing at multiple end user shows including the National P&D show where we are hot drink sponsors, ensuring every single attendee knows Ultratape is via the branded coffee cups they’ll be drinking out of.
We have recently ramped up our presence around publications. We currently have adverts in the BMN and OneVoice magazines where we have prominent positions for our advertising.
We are always on the lookout for sponsorship opportunities to get our name in front of the right eyes within the industry and we are proud sponsors of the welcome drinks at the BM Awards which is a fantastic night to celebrate excellence in our industry.
This year we are also proud sponsor of the BMF Apprentice of the Year award in September. Supporting young people within our industry is vital, as young talent ensures the building materials sector’s future with their fresh ideas and innovative approaches.
Social Media: Driving diverse customer engagement and boosting sales
We have been approached by several trade social media influencers with a combined following over 500,000. Everyday tradespeople are using and independently reviewing our products and posting regular content which serves as powerful endorsements and supports merchants sales.
One video accumulated over 1.1 million views within the first month, driving visibility and customer engagement to new heights. These videos are real, genuine appraisals helping the professional tradesperson and DIYer to understand the economic and application benefits of Ultratape products versus the recognised brand leaders thereby maximising the merchants sales.
Ultratape is dedicated to helping merchants through effective digital tools, strategic marketing, and impactful social media engagement.
By continuously adapting and innovating, we ensure we are giving our merchants the competitive edge they need in a competitive market to sell effectively.
