How to make temporary works solutions stay permanently in customers’ minds.
Trade titles have long been the backbone of many a traditional B2B marketing plan and for our client RMD Kwikform, a leader in the formwork and shoring used to set and shape concrete in construction projects, it was a similar story.
Rather than just going through the motion of refreshing last year’s approach we, with the support of the client team, went back to basics to challenge the messaging and the campaign goals
Although we are familiar with RMD’s products and proposition from creating their website, we pushed for a workshop session with the wider client team to tease-out a refreshed value proposition for the brand. This would help isolate key competitive advantages and customer triggers to consideration and purchase.
Some invaluable points emerged including RMD’s scale and pedigree; the way customer service engineers rose to on-site challenges, product innovation and a global reputation allied to local responsiveness.
These points became the focus for campaign messaging, underpinned by clear product application photography and a strong design framework consistent with the online brand experience.
This campaign was a clear demonstration of one of the founding principles of winning made more fun – namely that we get better over time, rather than intellectually lazy or creatively complacent.
We will always try to push the boundaries of a brief to add more value or create more relevant and therefore more effective work.