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CAMPAIGN SUMMARY / EXECUTION

Ten years ago, local brand Bel Profile was one of the two top mind choices for any Romanian who chose metal tiles for their roof.

Five years ago, shaken by recession, Bel Profile was a mere shadow of its old self, with some limited presence in reseller locations.

Today, Bel Profile is sending us on a difficult mission: to bring the brand back in the roofing hall of fame, with a fresh vibe on top. And with exceptional care for the marketing budget.

We had to make the brand relevant not only to their end beneficiaries but also to potential resellers and roof installers. How do that while the market has become so competitive, that the main players are investing important budgets in ATL communications?

We decided to build our strength, not on numbers and reach but on smarts and targeting. As we cannot battle in open field the mediatic exposure of the market leaders, we had to bring the fight where our target publics are – in the local shops.

And, because the market is bustling with product promises, we decided to keep it real, for a change. Thus we came up with a series of events, to be hosted by local Bel Profile dealers, that showcased the product by live demonstrations. Because that is what Bel Profile stands for: FACTS, not just WORDS.

The event communication was centered on this very call to action “Proiectul tau ar vrea sa fie aici! Vino sa te convingi de ce altii doar iti povestesc”, thus inviting all interested parties to a real-time demonstration of quality. The events were communicated online and on local radio stations and at the point of sale.

Each event in the series took place for 3 hours every Friday starting September 8th and included not only installation demos, but also product presentations, tips & tricks about roofing, all in a friendly atmosphere, where sharing information with industry specialists was encouraged over a glass of beer. All participants left with a goodie bag of knowledge and had the opportunity to win their own Bel Profile roof, in a raffle held at the end of each event.

In the end, our mission was accomplished: the new dealers felt motivated to invest in their relationship with Bel Profile, installers understood how to work with the products and potential end customers experienced first-hand what Bel Profile brand is about.

Context / Problem / Opportunity / Insight

Sometimes the recipe for success in business seems to be easy, without hard-to-find ingredients or much time needed to prepare it. You need just a “good day for science”, a moment of sparkle and a brilliant idea. But what is happening after you prepare it? After your recipe gets known by a lot of people and they come with their input, know-how, they start to improve it and make it for them?

It seems that however hard making it to the top is, staying there is that much harder, in a world where you want to be “the choice”, not just “a choice”.

That is the challenge our client, metal roofing brand Bel Profile, felt in full. In 2007, Bel Profile was a landmark in the roofing field, a brand in which important marketing budgets had been invested to become “the choice”.

But being curious, living in a world of temptations and finally shaken by recession, ended up turning Bel Profile by 2012 in a second-tier player. After trying multiple repositionings, without a constant communication and with fluctuating marketing budgets they made no progress at all.

And here comes our difficult mission: in 2017, when the roofing market became a real battlefield, Bel Profile challenged us to get him back on top. To this, we have to fight no only other quality products, but real, big brands that have emerged during the past decade in the metal roofing field and spare no budgets for TV, radio, OOH and a full arsenal of mass market communications.

Obviously, our clients’ budgets are no match yet for the market leaders, so we decided to tackle the issue differently: the fight has to take place in dealer shops where our target publics are, and Bel Profile needs to offer more than just words, but facts. Because 2017 is the year when people want more than promises, want demonstrations and results. And that’s what we did: we brought dealer shops to life with a series of events, we gave them color with in-store materials and we demonstrated why Bel Profile should become again “the choice”.

While this is just a battle won in our fight back to the top, it offers great perspectives for our incoming projects with Bel Profile. Watch out! 😊

TARGET AUDIENCE

Our target audience was three-dimensional:

• Our first public was the dealer, who would feel motivated by the brand reaching out to them with the opportunity to host such an event. That would be a trigger for added visibility for their business locally, as well as an official statement of Bel Profile commitment for a solid partnership. The dealer employees would also have the opportunity to network with potential clients and increase their sales performance.
• Secondly, we aimed to motivate local roof installers to use and recommend the Bel Profile products to their clients, by inviting them to an event that would provide knowledge of the product and its use.
• Last but not least, end beneficiaries interested in building or renovating would be incentivized to choose Bel Profile after their interaction with the brand, in an event designed to answer their questions regarding the otherwise very specific topic of roofing.

RESULTS

There were two main channels we used for communicating the events: local media and the dealer stores.

Media deployment included online channels, via Google Display Network and local placements, which drove the audience to a dedicated landing page of the event, where participants would have the opportunity to pre-register their participation. Our local online campaign delivered over 5,000 visits to each event landing page and reach that was over 2 million.

Since not all our target audiences are familiar with online media, we also used local radio stations to announce the event.

The most important component, however, was the in-store communication – which we implemented in all fullness two weeks prior to the event, as our clients targeted a minimum of 80 participants per event.

With the first four implementations at DANZECRIS, MAX, TIGER AMIRA, and YANIDA we started a new chapter for Bel Profile. We added another piece of success to its long history.

Why do we say that?

Because the results were amazing as Bel Profile is surely coming back now: 110 participants at Danzecris, over 150 at Max, 115 at Yanida and 150 at Tiger Amira, 150 offers and over 60 precontracts signed at the events. Over 500 people know now that Bel Profile is one roof tile producer committed to demonstrating that quality and durability are not just stories.

Four special events for Bel Profile’s partners and their clients, four roofs won at the raffle, many content participants, shared experiences and new business opportunities discovered and our joint client-agency commitment to continue the streak of successful events in 2018, as soon as the season starts.

We are now one step closer to fulfilling our big challenge by adding another puzzle piece to the Bel Profile’s main objective to become again the top of mind choice for customers all around Romania.