Yorkshire Copper Tube 'Promotional T-Shirt' by ICG Brandbuilders
the "need to improve our sales" challenge.
How do we turn copper into Pound notes? Yorkshire Copper Tube is a leading manufacturer of copper tube for the UK and worldwide. However, in a market with little brand recognition or loyalty, and competing cheaper plastic alternatives, the client was finding it difficult to grow sales.
It became evident that YCT needed a promotional strategy that engaged directly with plumbers and specifiers. It needed to be fun, reflect the high quality of YCT’s products, but also be practical. Brainstorming produced a strategy that combined the right ‘mix’ of promotional tools.
Our ‘Scratch and Win’ and ‘Text-to-Win’ campaigns hit the nail on the head. Quick to enter and with a chance to win prizes that plumbers might actually want: cash, tools, fleeces, cheeky T-shirts and even a fully kitted-out van! The campaigns were promoted in-store at over 600 plumbers merchants supported by POS material, web and PR.
ICG has just completed its fourth campaign for YCT which have increased sales even during periods of poor performance in the industry. Around 50,000 entries have been received creating significant media coverage and an extensive database of purchasers for focused direct-to-customer communications.