AluK has been shortlisted for a Monmouthshire Business Award, recognised within the Excellence in Marketing category for its Experts in Aluminium marketing campaign.
Experts in Aluminium, targeted at the trade and residential markets, communicated AluK’s staff’s unrivalled knowledge, creativity and innovative approach to the designing and engineering of aluminium façade systems for building and construction projects. The campaign combined multiple communications disciplines including: advertising, direct marketing and social media.
Drawing on AluK’s experienced team for inspiration, the company showcased its approach, from relentless research to unrivalled understanding, emphasising how each and every employee brings and shares their knowledge, in turn creating a business-wide passion for continuous improvement.
The advertising component of Experts in Aluminium saw 16 placements across key trade titles with a total reach of 465,000 over a three month period. This was complemented by a targeted e-shot campaign delivered to around 20,000 customers, partners and prospects. These offered teasers for new products which AluK would debut at FIT Show 2017, the UK’s largest window and door trade show.
Strong social media also played a significant role in reaching AluK’s audience, capitalising on the organisation’s presence at FIT Show 2017. Specially created artwork, adapted from the advertising campaign was shared across Twitter and Facebook, calling attendees to the stand, offering them a chance to engage with AluK’s ‘Experts’ and find out more about new products.
The social media and digital activity was also previously recognised at FIT Show 2017, where AluK won the award for ‘Most Effective Use of Social and Digital Media’. This highlighted how Experts in Aluminium cut through the overall noise of the many exhibitors and helped the company stand out from industry peers and competitors.
Finally, refreshed collateral added a physical element to the campaign. New brochures and technical sheets brought new and existing products to life, further giving AluK a further opportunity to communicate their expertise in aluminium design and engineering.
Commenting on the awards Sioned Webb, Marketing Director at AluK says: “Winning a place on the shortlist of the Monmouthshire Business Awards highlights both the amount of work that went into creating the Experts in Aluminium campaign and the success of its delivery. Our strongest asset is our team and it was great to have the opportunity to communicate our skill and knowledge of the trade and residential markets to both existing and future partners and customers.
“We are up against some strong competition from established businesses in the area and we look forward to joining the other shortlisted companies at the award ceremony in October.”