TIMBER
Norbord’s campaign does Sterling work for third year
The point of promotions is to sell more stuff and Norbord has been working with merchants to do just that. BMJ went to one branch of Jewson to see how the collaboration has worked there.
H
aving seen sales increase on the back of dedicated promotional campaigns in both 2015 and 2016, Stering OSB manufacturer
Norbord decided to launch a third campaign this year, designed to again increase sales of the stalwart oriented strand board panel through builders’ merchants in 2017.
The national “A Great Deal Better” campaign again gives builders merchants the tools they need to encourage sales. Designed to highlight SterlingOSB’s strengths in general construction tasks, the 2017 campaign comprises nationwide advertising and POS support along with PR activities in the media and in branch. A key element of the campaign is the new improved competition. Following feedback from the last two years, the competition, which runs from March to October 2017, comprises weekly prizes of vouchers for holidays, tools and fun days; engaging social media activity will David Connacher, Norbord’s brand and communications manager, says: “We want to continue to provide merchants with the support they need to help their customers see the over the last few years has focused on of OSB and this has resulted in more and more builders using SterlingOSB where they may have automatically chosen plywood in the past.” The campaign is supported by a range supporting material and point-of-sale pieces which has been strategically placed in branches. Answering feedback from the last two years – where sales of OSB are now outstripping those of plywood – the merchandising material reminds the customer of the strengths and competition for weekly prizes is the main hook, and underlying prompts including applications and properties are a consistent theme – homegrown, capability, aethestics and low price being the main features. The supporting materials and
BMJ June2017
point of sale includes posters and advertisements, a dedicated website, sweets, air fresheners, pens, free-standing display units with competition forms, tear-off strips and invoice stuffers.
Jewson’s Dartford branch has been using the focus on getting customers to register online for the competition to drive sales through the branch and branch manager Dave Tavare says it has been successful.
“The incentives have been good and this year, the push to get customers to register online to enter the competition and be in with a chance of the giveaways has been really useful,” he told BMJ.
“We did well with the last
promotion Norbord did, so we are able to continue to build on that this year. highlighted the brand and the point of sale materials have worked very well in-branch.” Tavare said that the pre- promotion preparation was also extremely useful and included training sessions from the Norbord sales manager so that all the branch staff were up to speed on the “It’s also good that the promotion isn’t price pointed; it’s more about the wide range of options for using the product. It means we can give our customers advice and help if they are That helps the customers, but it also helps us to improve our service.”
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