Creating a CE Marking expert
Changes in legislation meant Build Check had a one time opportunity to build its reputation as industry experts. Build Check delivers testing, consultancy and certification services for the construction and fenestration industries and is a Notified Body for CE Marking. Its online subscription resource, The Oracle, helps companies to comply with the new regulations.
Build Check found it hard to justify spending money on marketing that didn’t result in direct sales so Andy Ball, managing director of Balls2 Marketing, used the unusual approach offering a one-off article to show the results good PR could bring.
Balls2 Marketing invited an influential editor to meet Build Check and explain upcoming challenges to the industry with CE Marking becoming mandatory on 1 July 2013. Balls2 Marketing also wrote a practical piece: Countdown to CE Marking.
The results couldn’t have been better – top billing on the magazine cover, editor’s comment focused solely on CE Marking and the article in full on the page opposite. Build Check received 30 sales enquiries on the morning of publication.
After the success of the initial article Balls2 Marketing created an ongoing 12 month plan from 1 October 2012. The challenge was to keep within very tight budgets from Build Check. So the campaign focused solely on PR to the fenestration trade press and included one short release alternating with a feature article each month.
Objectives
Build Check invested in adding UKAS CE Marking accreditation for windows and doors and it needed to capitalise on this. The new CE Marking legislation and proposed Building Regulation increases in U-Value performance requirements offered good opportunities for Build Check to grow sales.
Balls2 Marketing identified three key areas:
- Increasing the subscription base for the Oracle
- Boosting sales of fenestration test services
- Filling the new test facility with work
Strategy
Balls2 Marketing created a strategy to position Build Check as CE Marking experts through research and previous knowledge of the industry. Apart from the PR campaign, Build Check’s only other marketing activity in 2013 was a small stand at FIT Show, the trade show for the fenestration industry.
Balls2 Marketing hit the press hard with the revelation that most companies may be breaking the law when CE marking becomes mandatory. Balls2 Marketing assisted Build Check in creating a visual chart to assist companies with compliance for CE Marking.
For FIT show Balls2 Marketing managed the PR, created a show newsletter and supported Build Check meeting editors and influencers. Build Check also presented a CE Marking seminar at the show, which was widely promoted in the PR coverage. While other speakers complained of near empty rooms, Build Check’s seminar was attended by 73 people leaving standing room only.
Industry influencers Distinction Doors and Synseal invited Build Check as CE Marking experts to talk in a series of seminars about compliance. Balls2 Marketing exploited this to obtain additional free coverage and valuable third party endorsement.
The window industry has nine printed magazines plus three online publications. Editors were invited to attend CE Marking seminars. Balls2 Marketing achieved extensive editor comments and Build Check was invited to write numerous articles as the leading expert on CE marking.
Implementation
Balls2 Marketing is a specialist PR agency for construction and fenestration. The team researched the new legislation in detail and spoke to key industry influencers to understand the implications of CE Marking at every level of the supply chain.
Creating a balance between big headlines and practical advice was vital to hold interest from editors and readers. To maximise results Balls2 Marketing gave its key editor contacts exclusive stories to keep Build Check top of the agenda. A series of longer articles explaining how to comply was well received by the press. Where practicable, links were included to Build Check’s website in press releases. Balls2 Marketing linked a series of CE Marking updates to pages on Build Check’s website and created ‘advert’ links to take visitors directly to The Oracle subscription sign-up.
Balls2 Marketing also created a plan to manage competitor response. It tackled spoiler comments in the press from rivals caught on the hop. This meant carefully pointing out facts without switching off the readers or getting drawn into unproductive arguments.
At the time of writing this entry Balls2 Marketing continues to keep the press up to date with the latest issues and changes to CE Marking legislation.
Evaluation
There are many ways to evaluate the success of this campaign. Perhaps the most pertinent is turning PR into sales. Build Check’s testing facility is fully booked, and it has taken on a new team member to cope with demand. In addition, subscriptions to the Oracle increased 270 per cent between March and May 2013.
Many visitors to the FIT Show stand said the top reason they attended was to meet with Build Check. It took 86 sales enquiries from the stand. Balls2 Marketing managed the follow up communications for Build Check.
Unique visitors to www.buildcheck.co.uk averaged an 111 per cent increase against the same period the previous year since the campaign began peaking at a 300 per cent increase in May 2013.
Online and printed press take up has been high. PR take up for free printed insertions was 4.6 times the average for companies not advertising. This level of free coverage is unprecedented especially where many of the industry magazines rely heavily or solely on insertion charges.
And the best assessment is from David McKenna, Build Check’s Managing Director:
For a company of our size it’s hard to justify spending on PR that doesn’t result in direct sales. Balls2 Marketing has written well-researched articles explaining the issues facing the industry and made us recognisable as CE Marking experts. We know that this campaign has made a big difference on the number of people knowing about us and this has brought in a lot of extra work.
