TRADING TIPS T TRADING


G TIPS G TIPS S COMMUNICA


and inspire budding DIY aster is a great time


for the family to get together and enjoy some great


pastimes, and hopefully sunny


British


weather over the four-day weekend can lead to families getting practical in the gar den and ar ound the house. For r etailers, this is gr eat news, as more people flock to stor es across the UK to stock up on building materials for smaller pr ojects.


own patios,


Riding the popular wave of DIY and home-made trends, more families are increasingly laying their repointing brickwork


Y and home-mad


or building barbeques r eady for summer Wir..With a growing number of DIY blogs, videos and ideas shar ed


Y blogs, videos an PRODUCT NEWS


FROG TAPE LEAPS ONTO RADIO AND TV


Shurtape UK continues to support its marketing-leading masking tape brand FrogTape® via a multi- platform national campaign. The leading painting tape is being


promoted with national activity that includes terrestrial TV and UK-wide commercial radio, working with ITV’s Good Morning Britain and Heart FM throughout Spring. Both creatives will focus on the sleek, straight lines that Frog Tape helps painters achieve, thanks to its unique PaintBlock® Technology, which forms a micro- barrier that seals the edges of the tape and prevents paint bleed. As the trend for creative painting and feature walls increases, Shurtape is demonstrating to consumers how easy it is to achieve a truly professional look in the home. Says Alan Murray, Shurtape UK Head of Marketing; “This is the eighth successive year we have advertised on TV for Frog. We have never been a company with just one approach for our brands; our ads


18 DIY WEEK 31 MARCH 2017


T-REX® KICKS OFF “FEROCIOUS TACKLING” PROMOTION ON TALKSPORT


are often created with a specific UK customer in mind and that makes us stand out from the rest. ” “We’re delivering a clear application message to drive consumers to store to buy, and this will be supplemented with print media, digital support and in-store activity that will make this our most substantial and targeted campaign for FrogTape - ever!”


T-Rex Tape is getting stuck into more national broadcast activity this month, by teaming up with TalkSport on a high profile radio campaign. Owners Shurtape have partnered with the popular Hawksbee and Jacobs afternoon programme by creating a “FEROCIOUS PRIZE GIVEAWAY in the run up to the Easter period. For two weeks, listeners will win ferocious prizes with T-Rex Tape – while the presenters themselves will be promoting the product editorially. Consumers will be encouraged to respond to a mystery player clip that features ferocious tackles. In addition, a series of targeted adverts have been booked on the station throughout the day, to communicate the product’s all- weather strength and drive traffic into stores at this key time of year. The campaign is building on the


brand’s sports campaign, which has already seen T-Rex advertised in the


armac Cement’ s Peter Wilson explains online, many complex practical jobs


Tarma made easy for the DIYer Ye ro Y


IS KEY OVER EASTER E


N TIOICATION AT


Open the lines of communication with potential shoppers this Easter udding DIYe Tars.Ye


have been made easy for the DIY with no real training or experience needed. In addition, there ar e a range of pr oducts which make it easier for everyone to get practical without being a trained professional. Whilst stocking the right pr for a busy weekend of DIY


ocking the right products weekend of DIY customers


important when amateur DIY with little


might be the easy bit, they also need a little more help than the more seasoned professional and this is where communication really plays its part. Educating customers on the benefits of pr oducts is particularly when amateur DIYers experience of


Ye t he best


building materials arrive at stores ready to get started. Retailers can provide this little extra help and


Educating and inspiring amateur DIYers this Easter should give sales a boost


Ye


provide further value for customers by getting boots on the ground to guide customers to purchase the best products for the job in hand.


Shop assistants and managers should be knowledgeable about all the pr oducts they have in stock; their applications and additional tools they need to do the best job possible, so as to pr ovide customers with the best experience in stor e. In addition, tips about usage or health and safety,y, or key pitfalls to avoid will make the customer feel even mor e comfortable about the job they’re about to undertake. Whilst


having traditional informatio n


about products listed online is important in an incr easingly digital world,


Point of Sale er


communication – whether that be in face to face intera ctions wit h customers or helpful brochures and informative leaflets - is absolutely the key to ensuring that DIY


DIYers feel Ye


happy and confident about the job they’r e about to take on, especially during busy periods. In order to


capitalis e on


communi cate eff ctively acr oss channels, instore and online; about opening hours and availability of stock over the long weekend. This will prevent customers from having a negative experience, drive more loyalty and maybe even


brings, retailers need ffe


all


budding DIYers return to shop for the summer holidays.


y,,, and maybe even see the Ye


opportunities that the busy Easter period


th e to


Rugby Six Nations tournament and via a national TV campaign. Alan Murray, head of marketing at Shurtape, comments: “We know our end users are into sport and Talk Sport is a great fit for a strong, disruptive brand, with well over 3million listeners learning all about the power of The Rex.


The campaign is part of a strategic


programme of activity which incorporates advertising, editorial, and a nationwide sampling and demo tour to get the product into the hands of builders and end users.


To find out more about becoming a stockist of FrogTape or T-Rex Tape contact 01442 505762 / 01442 505760 www.shurtape.co.uk www.diyweek.net


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