Having worked with BSW Timber for many years as their full-service marketing partner, we were thrilled when they asked us to work on their brand new range of decorative heat-enhanced architectural cladding and decking products.
Discovery and brief
We were briefed to develop the marketing and promotional strategy for the product, the brand name and brand identity, and the names for each of the 15 colours the product could be ordered in. Working alongside the internal marketing team, we created a brand which would capture the imagination of its audience – including architects, building specifiers, self-builders, garden designers and landscapers – and inspire them to design, build and create wonderful indoor and outdoor spaces.
Planning and strategy
One of the products USPs is the range of colours it can be ordered in and therefore taking inspiration from the product range’s Japanese roots, “IRO” was developed as the brand name as it is the Japanese word for ‘colour’. It is short and easy to pronounce, and stands out in the market.
Once the brand was agreed with the client, the brand guidelines were completed for internal and external use. Following this the packaging and marketing materials were created to launch the product.
Having developed a comprehensive marketing strategy, the Narrative team also used a combination of digital marketing, social media, PR and media buying to position the product range in front of its key audiences – both to various trade and end-user markets. The aim was to generate demand from consumers, and sell to distributors where the product could be bought by the end user. The team also secured celebrity endorsement from Katie Rushworth, who will promote the product at several upcoming trade shows in 2019.
The marketing activity included a standalone website to promote the product: https://www.irotimber.co.uk/.
IRO sample packs are being requested in unprecedented numbers through the website daily, with the majority of enquiries being made directly by traffic from paid digital advertising campaigns implemented by our team. The product has also been featured in RIBA Journal, Build It, Grand Designs and Homebuilding & Renovating publications, with traffic and enquiries occurring from traffic from these websites. Inbound enquiries have also been made for featuring IRO in use in gardens displays at national gardening shows this year.
The client said:
“We’ve been consistently impressed with the support and outputs from the Narrative team, from strategy and media buying, to design and brand work. We’ve been blown away by the response to IRO and we look forward to working with Narrative to grow the brand alongside our wider work with the other BSW brands.” – James Brennan, Marketing Manager Designate