BOB: the key to engaging young builders
Jewson is an established name in the construction industry, but maintaining its share in an increasingly competitive market is a challenge and giving customers added value is essential.
When we started working with the builders’ merchant, it wanted to increase brand awareness with new audiences, particularly young builders, and freshen up the way it talked to existing customers.
The challenge was to deliver a channel which provided entertaining and informative content to demonstrate the added value a traditional merchant can offer young builders and position it as an approachable partner.
Say hello to BOB (short for Bricks or Banter)!
BOB gave customers a refreshing mix of lifestyle pieces, alongside technical information, advice and product deals as a monthly email newsletter and a twice yearly print magazine that was available in branches and at key events such as Jewson Live.
The content was designed to be shareable across Jewson’s social media channels and blog to maximise its reach and relevance.
Increased print distribution from 3,000 to 20,000
Average email open rates 1% above average for construction editorial and industry mailers
Average dwell time of over 40 seconds on linked blog content
Contributed to more than 60k social media engagements in 12 months
Winner of B2B Marketing and Construction Marketing Awards