FEATURE Promoting products that work

Building service contractors (BSCs) and facilities managers will also want to know that products perform as expected, especially when they’re faced with product shortages and may have to resort to using an unfamiliar solution. Consequently, manufacturers and distributors will need to clearly communicate a product’s efficacy, key features and benefits.

Be careful with words

However, at this time it’s even more important to be cautious about the language you use in marketing materials. Using terms like ‘safer,’ ‘non-toxic’ or even ‘fragrance-free’ could mean you come to the attention of regulating bodies like the ECHA and the EMA. It’s essential that you understand the approved language and ensure it is a consistent thread in all of your marketing communications.

For BSCs there is a different emphasis, with their communications requiring awareness of the following key points:

Pushing your credentials

With the greater demand for cleaning competency post- pandemic, BSCs will face added pressure to undergo training through accredited organisations. Whatever certification route you take, it’s advantageous to communicate to customers and prospects your organisation’s knowledge and dedication to continuous improvement.

Implementing fundamental safety precautions

Facilities managers rely on BSCs to take the proper precautions to uphold safety in their buildings. Following the pandemic, BSCs must also be explicit about their dedication to employee wellbeing by clearly outlining their plans and protocols for temporarily removing those who are sick from the workforce.

Highlighting cleaning frequency

Organisations have now dedicated more time to cleaning. As a result, it’s expected that routine cleaning services will double to ensure all surfaces are cleaned and disinfected. BSCs should reassure customers that they can be onsite more regularly and can train employees on how to clean in between their visits.

Along with cleaning frequency, BSCs will need to emphasise the thoroughness of their services, including how they clean and which products and tools they use.

Marketing that make a difference

More than ever, teams are relying on help to understand what products and equipment they should use and how to implement the right processes.

Marketing professionals should implement a strategy based on a range of content marketing tactics to help customers navigate this unchartered territory. We advocate an integrated, multi-channel approach to help our cleaning industry clients communicate. This means devising specifically tailored communication strategies and campaigns.


Emphasising the good of what you have done before is a powerful message. Evidence of a previous ability and agility to adapt helps to engender customer’s trust.

Communications designed to convince It’s not enough to simply sell a product. The current climate requires more than ever that the end-user understands how best to use the product to achieve the intended results. During the pandemic, many cleaners have had to use products they’ve never worked with before, and inadequate training has led to incidents of eye and skin sensitivities and improper cleaning.

Providing materials that highlight best practices and potential risks will take some of the training burden off the shoulders of facility managers and BSCs. The profile of staff who do cleaning jobs is typically composed of a broad range of nationalities who are also often new to the country in which they are working. Therefore, if the agency that is your marketing partner has language expertise for translation and transcreation, so much the better.

A new era of marketing The ‘good enough’ approach to cleaning previously focused on doing more with less. Ensuring a clean appearance would secure positive brand recognition and return business. However, facilities are now shifting from cleaning for appearance to cleaning for health, as it is clearer now that lives are at stake when there are lapses in cleaning procedures.

From back to work campaigns detailing essential deep cleaning insight; to customer and distribution communications; to a reopening campaign that is extending across multiple territories and languages in North America, Europe and APAC; to best practice guides - that enable the safest hygiene and social distancing to be established – to setting up a virtual stand at a leading trade event for a major player in PPE; right down to acknowledging the work of those who make the difference in the industry, Mulberry understands what success looks like at each stage of transition and from every aspect of the cleaning industry. Our expertise in marketing across the cleaning sector, insight on the merits of the channels available, allied to a creative vision and willingness to recognise how each detail is essential, gives us the crucial agility to respond effectively to whatever the pandemic may throw up now, or in the future.

As product manufacturers, distributors and BSCs you will all have to adjust your messaging to ensure it aligns with your customer’s needs and expectations. With that commitment - and a combination of following marketing best practice and the application of relevant expertise - you will be better able to capture market share and customer confidence. It will undoubtedly put you in better shape for what is sure to be an increasingly challenging economy for the foreseeable future. covid-19_white_paper/

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