A campaign to engage with its customers and increase sales has led to Gibbs & Dandy winning an award at the Construction Marketing Awards 2015.
The builders’ merchant took the top prize in the Best Mid-Range Budget (£25k-£50k) Campaign category for its Customer Lifecycle campaign, which was designed to increase the number of ‘Live’ trading accounts and to drive incremental sales across all Gibbs & Dandy branches.
James Ellis, Marketing Manager at Gibbs & Dandy, said: “This award is a testament to the time and resources we put into engaging with our customers and the results speak for themselves. Not only did this campaign lead to increased levels of account reactivation by customers, but the customers we attracted back to our branches have continued to build their relationship with us since the promotion, so it shows that this was a truly meaningful campaign.
“The campaign also led to sales of almost £400,000, too. In fact, it has been so successful that we have now incorporated it into our general business operation.”
The strategy included targeted direct mail and email communications with varying incentives to encourage customers to start re-trading and engaging with their local branch. There were also survey and feedback requests developed to encourage engagement and to facilitate improved communication between customers and branches, as well as customer service calls to ensure any issues reported via the survey and feedback forms were followed up.
Commenting on Gibbs & Dandy’s campaign, judges said: “This was a sophisticated campaign that, through exemplary thought and planning, delivered fantastic results.”
The CMA showcases the construction industry’s creativity, innovation and effectiveness in marketing. The awards ceremony was held in London on Wednesday 9th December.