Boral Building Products Branding + Marketing Strategy
Function: understands the many components of exterior sidings and the important role that brick plays among cladding materials. We understand all the channels and how to best reach customers whether they are homeowners, builders, distributors or architects. Our vast industry knowledge and experience within the brick industry allows us to create solutions that impact the specification of the product.
BUSINESS CHALLENGE
The relationship with Boral Bricks (now Boral Building Products) began in 2003 when Boral commissioned Function: to develop a strategy and marketing plan that would increase paver sales.
BUSINESS SOLUTION
For Function: this meant getting out in the field with Boral sales reps in order to attain a deeper understanding of their sales process. We attended meetings, met with builders, visited Boral’s manufacturing plants riding with the distributors in order gain the knowledge we needed to build effective sales tools that were specific to each audience. After this process, we understood that the focus must be on the influencers rather than the consumer, which can be costly and a difficult audience to reach. Once the new foundation for pursuing the B2B market was established, we began implementing strategies and tactics targeting distributors, builders, architects, landscape dealers and end users.
Function: has supported Boral Building Products since 2003 with integrated communications that helped streamline marketing direction and budget.
• Created a consistent and cohesive visual corporate image for all collateral.
• We developed a builder ad campaign based on testimonials, further expanding relationships in the builder segment.
• We divided media spends for a less aggressive consumer campaign, yet created ads that would continue to generate awareness and boost demand in the consumer bucket.
• We developed architect focused tools and messages for the commercial market, to gain momentum in the commercial arena.
• We created sustainable platforms and LEED tools.
• We developed and executed Co-op Marketing Programs for the distributor to increase product knowledge and sales.
• We marketed to industry-specific issues such as the retrofit market.
• We worked with the sales force to identify houses and coordinate photo shoots across the Northeast.
RESULTS
• Boral Building Products saw an immediate increase in sales through distributors, architects, builders, landscape dealers and consumers through an increased awareness of the brand.
• Expectations were exceeded while work continued to be kept within budget.
• Sales team grew knowledge and understanding of the sustainable angle to increase sales.
• Additional revenue opportunities were identified in niche markets such as ThinBrick and ReCote.
