WINNER
Agency of the Year
THE STAND OUT wINNER AGAIN!! HERE’S WHY If you want to stand out, then by definition you can’t do what everyone else does. That’s the thinking we apply to our own business. And how we go about developing our clients’ business.
Their reasons for choosing SLG are many and varied. Some cite our intuitive understanding of their audience – from specifiers in ‘soft’ services like interior design, through to civil engineers, architects and contractors in heavy construction markets.
We must be doing something right. Over the last 12 months, we’ve welcomed an extraordinary number of new accounts through the door.
Others, the value of our full service operation. And the peace of mind that comes with all that industry expertise in one place.
12 at time of going to press. Probably more by the time you sit down to read this.
What they all agree on, however, is how the work we create sets them apart from the competition. And stands alone in their market.
Show delegates how a product you can see right through delivers benefits that are practically invisible THE CHALLENGE
CREATING STANDOUT
Sustainability and compliance are two things almost every company in the construction industry claims for their products. In the majority of cases however, it’s hard to see, feel or measure the evidence.
Taking the theme ‘Making a difference to our world through glass technology’, we presented visitors to EcoBuild 2012 with an exhibition focusing on the critical part glass plays in today’s built environment.
Our job for EcoBuild 2012 was to show how Pilkington glass makes a positive contribution to the environment, and enables compliance, in a simple, distinctive way.
The standout element was the panoramic cityscape created entirely from keywords relating to the most important issues confronting today’s building designers - and the glass technologies that are available to help them. This allowed us to emphasise both the importance of cutting edge glass technology in reducing building energy consumption and carbon emissions, and its key role in meeting increasingly demanding building regulations. Placing Pilkington glass firmly in context as an innovative, sustainable and essential part of the modern urban landscape.
QUALITY IN EVERY FIBRE THE CHALLENGE
CREATING STANDOUT
Heckmondwike Carpets needed freshening up. Over the years, the face they’d been presenting to the industry had become a little familiar. A little jaded. Time for a new approach. With a new look. From a new agency.
We took Heckmondwike’s corporate identity and overhauled it with a cleaner, more contemporary look. We developed a new positioning line, ‘Quality in Every Fibre’. Then, we took them back to school with inspirational advertising campaigns targeting specifiers and contractors in the all-important education contract carpeting sector.
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“DEALING WITH THE SUDS ISSUES RAISED MEANS I’M TOO BUSY TO ATTEND YOUR CONFERENCE ON THE ISSUES RAISED BY“I’mSUDS…” too busy dealing with the issues raised by THE CHALLENGE
SUDS to attend your conference on the issues raised by SUDS…”
The Polypipe SUDS Seminar is an annual event aimed at sharing best practice and educating the industry on issues surrounding surface water drainage. Our task was to target the difficult to reach decision makers who would benefit most from attending.
THE CHALLENGE
CREATING STANDOUT
The Polypipe SUDS Seminar is an annual event aimed at sharing best practice and educating the industry on issues surrounding surface water drainage.
As part of an integrated campaign, we developed a series EDMs counting down to the day, alongside advertising in key target publications, a dedicated micro-site encouraging registrations and generated a wealth of PR coverage in key trade press.
Our task was to target the difficult to reach decision makers who would benefit most from attending and encourage attendance by these key decision makers; converting them to ‘friendly’ contacts for Polypipe.
The activity garnered over 250 registrations for the event. More than enough to fill the venue. It also gave Polypipe a wealth of invaluable data, allowing them to sign up important contacts at a senior level to regular newsletters and product information bulletins. Best of all, it delivered an astonishing ROI for Polypipe, costing just £11.45 per attendee.
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How do you create demand for a product that doesn’t even exist? THE CHALLENGE RADA manufacture advanced mixer valves for a range of commercial and healthcare markets. Often, however, they are still under development when their online and print marketing collateral needs to be finalised.
CREATING STANDOUT Using advanced 3D illustration and animation, we bring RADA products to life, showcasing their stylish exterior design. The quality of their components. How they might look and perform in-situ. All in precise, hyper-realistic detail. One of the biggest advantages of rendering product images in this way is that it gives us – and our client – an endlessly flexible catalogue of digital images that can be evolved, revisited and developed in a way conventional photography simply can’t. It’s not a marketing case study per se. But it is an incredibly effective tool that highlights yet another facet of our full service offer.
AS REGULATIONS BECOME MORE COMPLEX, HOW DO WE CONVINCE SPECIFIERS THE MOST STRAIGHTFORWARD FIRE PROTECTION OPTION IS THE BEST? THE CHALLENGE
CREATING STANDOUT
With good reason, building regulations on fire protection are becoming ever more stringent. Protection of property, business continuity and, of course, preservation of human life all drive the requirement for more effective control measures.
Our plan for Promat was to deploy a PR campaign reinforcing the company’s position as the one source solution for passive fire protection. In direct contrast to the complex building designs now dominating commercial development, Promat offers specifiers an easy and complete package of protection solutions.
More effective, though, doesn’t have to mean more complicated…
Crucially, we made sure Promat’s communications engaged at an industry level, addressing the universal concerns of developers, architects, engineers and fire contractors rather than simply promoting its products and services. Central to the success of the campaign was the relationship we enjoy with editorial teams of the leading construction publications. And despite the 219 miles between Promat’s offices in leafy Berkshire and ours up in Manchester, we were able to manage the whole process flawlessly.
Changing customer behaviour, click by click
THE CHALLENGE
CREATING STANDOUT
Visitors to the website of Korec, principle UK distributors of Trimble hi-tech measuring equipment, could perhaps be forgiven for expecting an efficient and state-of- the-art online experience.
Our first priority for Korec was to develop an entirely new website. One that was easy for users to access and navigate. And, thanks to a full Content Management System, easy for Korec’s product managers to populate and edit.
Unfortunately, as we discovered on taking over the business, it was anything but…
Then we set to work on Conversion Rate Optimisation (CRO), devising and testing page design and content against agreed performance indicators for visitor behaviour. When we found the combination that made people do what we wanted them to do, we amended the site accordingly… and began the whole process again.
CRO is something we do for all our clients’ websites as a matter of course. But it’s also a service we’re more than ready to offer for websites we haven’t developed in-house…
“I remember Axminster carpets. My mum used to have one” THE CHALLENGE
CREATING STANDOUT
When a brand has been around in one form or another for 250 years, it’s entitled to feel a little tired. For Axminster Carpets, losing share to upstart commercial carpet brands and without the necessary marketing to support their position in the marketplace, a much-needed injection of modernity was required...
Our goal was to reconnect interior designers and specifiers with the enormous equity that still resided in the Axminster name. That meant highlighting the quality, durability, range and hard-wearing properties of Axminster’s commercial products. As well as their appetite for innovation in the shape of modern, fresh designs and state of the art production techniques. How did we do it? Simple. By drawing on the one characteristic that drew everything together to make Axminster A Very British Original…
carpets
campaigns designed “ Bespoke for each client, illustrate an
We’d love to have you along on the night to help us celebrate...
the stand out agency for 2011.
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In 2012, with achievement and winning set to be something of a recurring theme, we’re hoping to clinch victory again.
The successful delivery of “diverse campaigns makes SLG
concise way to “helpA cleartheirandcustomer’s needs.
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In the 2011 Construction Marketing Awards, SLG was named agency of the year for the second time in four years.
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AND THE WINNER IS...
impressive range of skills and industry understanding.
AWARDS winner Agency of the Year
Agency of the Year 2011
Agency of the Year 2008
OUR EXPERIENCE
PLEASE call Mike Holt on 0161 832 5574 or emaiL michael.holt@slgmarketing.com SLG Marketing Limited, 19 Mason Street, Manchester M4 5FT