Sales lead success for a fraction of advertising costs

Client: Vulcanite Ltd (Roofing Manufacturer)

Roofing manufacturer, Vulcanite wanted to promote its Roof Insulation Board and asked AURA to plan a campaign that would generate interest and sales leads in its new product.

Objectives:
Vulcanite wanted to generate interest in their product among builders merchants and to show builders how the new Roofing Insulation Board could work for them.

Strategy and Plan:
By understanding the product specification, selection and installation process, we developed a PR strategy that covered off the story from a number of angles and tailored it to a specific market including the other strand of the distribution process - the architectural specifier.

Measurement and Evaluation:
AURA secured from the editor of Builders Merchants News a step-by-step feature showing the product in action. Professional Builder agreed to run editorial and it was used prominently in an Insulation feature. Tailoring the same message to the architectural specifier, AURA secured publication of two pieces in two key trade titles - Roofing Cladding and Insulation and Insulation magazine.

Results:
For an investment of less than 25 percent of gaining equal exposure with advertising, Vulcanite was able to get across their message in an informative, authoritative way and generate significant sales leads.

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