When it comes to marketing support for its stockists, Bond It states that it simply doesn’t offer ‘one size fits all’ solutions. Instead, the supplier looks to tailor its assistance to suit different customers, geographical areas and even individual outlets.
“Thinking outside of the box” has helped to shape Bond It into the business it is today. Indeed, according to the supplier, a “penchant for innovation” in areas ranging from new product development to service delivery have supported its success, enabling it to become one of the market’s largest, British-based manufacturers of sealants, adhesives and building chemicals.
Perhaps unsurprisingly then, the business also lays claim to doing things differently when it comes to marketing support. Ian Moir, Head of Sales & Marketing, explains: “With Bond It, stockists enjoy the best of both worlds when it comes to marketing support. We offer them all the benefits they’d expect of dealing with a large business active across the UK and that has a centralised marketing function, but with the added benefit of a more localised and responsive decision-making process.
“In essence, it’s a case of national reach with a local touch.”
As part of this approach, Bond It allocates each of its area sales managers, who are strategically located across the UK, their own marketing support budget and the autonomy to invest it as they see fit.
“Our approach to marketing support enables us to accommodate the different demands of these individual customers and to provide solutions that are right for them.”
As a prime example, Liz Tovar, the manufacturer’s ASM for the South, recently delivered a unique support solution to Wingate Builders’ Merchants in Ilford, East London (see image below). Liz said: “Having access to a pool of pre-created marketing assets to help customers is great but sometimes it’s also beneficial to provide assistance that isn’t off-the-shelf.
“Wingate enjoys a prime location on Ilford Lane which is a busy main road. This makes the whole of the merchant’s shopfront a prime piece of visual real estate, passed by hundreds of people every day.”
To capitalise on this potential for passing trade, Liz and the Bond It team turned a large area of the business’ frontage into what is effectively a low-cost billboard. Bespoke graphics promoting the Bond It range available from Wingate were produced and applied to an expanse of window space.
Wingate owner, Mandip Claire (pictured above), was thrilled with the final result. He commented: “We have dealt with Bond It for many years and value them as a supplier, but this has surpassed all expectations. The shopfront looks amazing, and you certainly can’t miss us or the fact that we’re a proud Bond It stockist.”
The support offered to Mandip and the Wingate team mirrors that provided by Bond It to other merchant customers. To date, this has included everything from supplying digital in-store displays and sponsoring golf days to partnering on branded clothing for merchant staff.
Ian Moir sums up by saying: “At Bond It, we value the diversity of our stockists and are a partner to businesses that range from single site independents through to the UK’s largest chains. Our approach to marketing support enables us to accommodate the different demands of these individual customers and to provide solutions that are right for them.”
For more information on Bond It’s bespoke support services for merchants, use the shortcode www.rdr.link/mbs029
