PAINTING & DECORATING
H
ow do you make waves with a product that uses a formula that’s been around for years? That was the challenge faced by Siroflex with its OB1 multi-surface construction adhesive and sealant product.
Marty McAleenan – business development manager - Siroflex – OB1 says: “Presented with an opportunity to produce the revolutionary hybrid polymer formulation used by the trade for over 15 years, and a formulation that I have personally worked with and developed over the last 15+ years, OB1® began a mission of using their experience in the construction sector to begin developing a brand strategy for a multi- surface sealant and adhesive across the UK. This new brand had only one target audience, the construction sector through builders, decorators and fixing & fastening merchants. OB1® is now available for the first time direct from the manufacturer offering true value to the trade person,” he says.
Launching the brand The deliverance of OB1® and the compelling brand story that followed were a top priority for the team. An attractive sales and marketing strategy secured strong product placement within key customer locations across the UK. McAleenan says that evoking the brand story has also been pivotal to the brand’s success. “We deployed a mobile training team to support all
OB1 OFFERS NEW HOPE FOR SEALANT SECTOR
BMJ talks to Siroflex about brand building in an established marketplace.
potential growth within our customer locations, with the primary role of aiding both the end-user and builders merchants, educating them about OB1®’s various uses and applications.” He adds that belief in the marketing strategy is evident and has continued as part of sales support within builders merchants across the UK. McAleenan says that OB1®’s clever marketing strategy delivers a best-in-class brand experience through a multitude of customer touchpoints. “For example, the inventive Free Standing Display Unit uses an intelligent design to provide the consumer with valuable OB1®
product information and we have created an application video illustrating the multi-surface functionality of the product. This gives the target audience a clear visual indicator of the product’s purpose and why it exists. In turn, this has increased brand awareness among the relevant target audience within the construction sector.” Other promotional items include digital and print advertising, event advertising, video demonstrations, product website, and product literature.
Having a bold design and colours was important, McAleenan y says, so that the OB1® identity clearly stands out from its competitors. “The brand design establishes an identity system that fits perfectly with our use of digital billboards across the UK. Already this is proving to be hugely beneficial in the OB1® marketing campaign. Digital billboards allow OB1® to be creative with the promotional technique and be reactive with marketing messages in real-time,” he explains.
McAleenan adds that the use of digital billboards comes with a host of benefits, alternating between multiple creative messages in 10-second intervals reduces viewer fatigue. The addition of movement makes the advertisement more eye-catching than static marketing counterparts. Digital billboard ads are highly visible in poor lighting conditions and portray a far higher quality of advertisement in comparison with static billboards. “The chosen locations for OB1®’s digital sites are all high-traffic or heavily pedestrianised areas. Digital billboards complement all other forms of OB1®’s marketing mix, helping to cut through the noise,” he says.
McAleenan also says that when one can join together a tried and tested formulation, quality service, quality support and quality marketing, it is a ‘force to be reckoned with - OB1 JOB DONE’ BMJ
38
www.buildersmerchantsjournal.net September 2021
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