Myson's Multi-Media Adventure Raises Product Awareness

Myson is hailing as a success its recent multi-media campaign to promote its space saving kitchen heating duo.

The first of its kind for a leading heating products manufacturer from the region, Myson undertook a television advertising campaign, linked with radio and newspaper promotions and public relations activity, to raise the profile of the Kickspace and Petite, Heating Your Kitchen concept.

The activity was carried out in the North East of England, in late 2004. A 30-second television advert focused on a suburban household recognising its need to find for more cupboard space as well as to heat their kitchen and keep towels dry.

Needless to say, they find the answer to their dilemma in the Kickspace plinth heater and Petite compact heated towel rail as per their neighbour’s recommendation. Kickspace is a plinth heater, which sits in the base of kitchen cupboards and runs off the home’s central heating system, and Petite is a compact heated towel rail that fits onto the end of units.

Supporting this, radio advertising was broadcast across the region and there was a direct mail initiative, as well as in-store support for stockists of the two products.

Competition winner Judith Coulthard with Myson’s Product Manager, Darren Feasey

Pre and post-campaign market research saw plinth heater product awareness rise 14%.

Television was also seen as the media from which product identification was drawn, with 95% of those surveyed recalling Kickspace and Petite from the adverts.

A dedicated 'Heat Your Kitchen' website, set up to run with the campaign, received 1,544 hits in six weeks.

As part of the campaign, Judith Coulthard of Bedlington, Northumberland, won a Kickspace and Petite combination for her home.

Neil McPherson, Managing Director of Myson said: 'This campaign was the first time Myson has embarked on such multi-media promotion of its products, and we are pleased with the way it has raised product awareness.

'As the planning process for buying and fitting a new kitchen generally lasts between three and nine months, we have yet to see what response we get in terms of sales, but we have gone a long way towards making sure Myson’s Kickspace and Petite are in the minds of the North East public.'

Distributor of kitchens, appliances, bedrooms and bathrooms, Maurice Lay Distributors Ltd, has recently entertained some 59 customers on an all expenses paid trip to Cuba. The lucky guests were rewarded for achieving associated sales targets across both Caple kitchen furniture and appliances sectors.

An overnight stay in cultural Havana was followed by six days in a five star luxury all inclusive hotel in Varedero.

For those who wished to take part, several day trips were organised, including a superb catamaran trip and an extremely popular golf tournament. However, for most, the highlight was a 'once in a lifetime' opportunity to swim with dolphins!

Danny Lay, Sales Director of Maurice Lay commented, ‘It was a fabulous way to reward our most loyal customers and its amazing how people bond in that situation. We left England a group of business people where Caple was the common denominator and returned a group of friends. Everyone wants to know where the next trip will be. Watch this space...'

For further details of services available at Maurice Lay Distributors Ltd and the Caple ranges, call 0870 606 9 606 or log on to http://www.mlay.co.uk.

Baumatic Increases Ad Spend by 30%

Baumatic has upped its advertising spend by a third for its 2005 print media campaign in order to support its trade customers with quality leads and increased brand awareness.

Baumatic will be investing £2 million at rate card on print media bookings over the year - giving a staggering 270 million opportunities to see Baumatic's advertising message throughout the year.

Leading consumer home interest and lifestyle titles will carry Baumatic's advertising including Good Housekeeping, Hello, OK, House Beautiful and Ideal Home. In addition, a large proportion of the budget will go to the quality national newspaper supplements including those from the Saturday and Sunday Telegraph, The Sunday Times and The Guardian.

Managing Director of Baumatic UK & Ireland, Paul Thompson comments:

‘We have devoted a lot of time and energy identifying the typical Baumatic customer and how best to reach them with advertising. We have tracked consumer response and media purchasing patterns to ensure that the increased advertising spend is precisely targeted to generate quality leads.

Therefore we are investing more in proven areas such as the national press. This year we are also focusing some attention on the men's magazines with an increased presence in titles such as GQ and Stuff to extend our message to previously untapped audiences.’

Tel: 0118 933 6900
Web: http://www.baumatic.com

‘Blue Ribbon’ Bathroom Promotion Provides Spring Boost for Retailers

In support of its growing UK network of stockists and to provide a spring boost to sales during one of the key bathroom buying periods, British manufacturer – Imperial Bathrooms – has rolled out its Blue Ribbon promotion.

Running throughout April and May and encompassing the important and busy Easter Monday and Spring Bank Monday holiday periods, the promotion centres on two of Imperial’s popular ranges – the traditional Westminster and the timeless Classic ranges.

Throughout this important selling period, customers will be able to make substantial savings when purchasing a four-piece set package of sanitaryware with matching toilet seat on each of these ranges. While the offer on the Westminster range includes a large or medium basin, pedestal, cc pan, cc cistern and wooden toilet seat, the Classic range offer includes large basin, pedestal, cc pan, cc cistern and wooden toilet seat.

Managing Director, Antonio Garrido, said: 'Our latest major promotion featuring the Isis and Amena ranges was a resounding success and we feel confident that this latest Blue Ribbon offer will exceed past performance given its timing and product offering. The Classic and Westminster ranges have always been extremely popular and our no frills package will provide a welcome boost to both retailers and consumers’ pockets.'

He added: 'The Blue Ribbon promotion kick starts a hive of activity for Imperial that that will span throughout the rest of the year and beyond. This includes further promotions and exciting new product launches.'

In advance of the promotion, Imperial has provided retailers with a dedicated pack of promotional material for their showrooms that includes eye-catching point of sale displays. Complete with yards of cascading blue ribbon designed to emulate running tap water, the specially designed POS material serves to draw the consumer’s attention to the competitive retail price points across both ranges. Regional press activity will also ensue.

For a retailer pack including all details and POS support material, contact Imperial Bathrooms help desk on: 0870 6061623.

Orama Presents New Marketing Material to Support Ardesco Range

Orama, the independent manufacturer of worksurfaces and associated decorative products, has unveiled new point of sale material for its Ardesco range of worksurfaces. Designed to support the independent kitchen specialist, the package comprises a free standing display unit with a comprehensive set of A4 samples showcasing the versatility of Ardesco.

Orama has been eager to provide the small independent kitchen retailer with a flexible solution to support sales and marketing activity, whereby strengthening the appeal of its products to this channel. The display carries a strong brand image in tune with Orama’s design-led identity that conveys confidence, innovation and modernity. A4 samples illustrate the entire range, which includes 24 laminates, 7 splashback options, 6 composite modules and a solid timber option.

As a strong visual aid, the point of sale material will provide consumers with a comprehensive overview of the colours, effects and flexible combinations which are the hallmark of Ardesco, including new 50 mm thick worksurfaces and completely smooth mirror flat gloss finishes. The POS material has benefited from Orama’s in-depth research into the market and has incorporated feedback received from customers in order to make the display unit as practical and user-friendly as possible. The research specifically revealed that A4 was the desired sample size by consumers.

Peter Holt, sales and marketing director, Orama, comments: ‘We are passionate about our worksurfaces and we have developed a POS package in line with the personality and design-led features of the Ardesco range. We have been careful not only to offer materials that are in line with our market research on consumer preferences, but we have also tailored them to the specialist kitchen retailer’s need. The end-result is a truly flexible package.’

This new POS material will be available through Orama’s distributors, Hopkinsons Fourways and Premier. Kitchen retailers will receive vouchers redeemable against the purchase of Ardesco worksurfaces for every display unit they order.

Orama offers high quality durable decorative panels and worksurfaces. Established for many years, Orama holds ISO 9001 certification and the Furniture Industry Research Association Gold Award for product performance. The company is also a corporate member of the KBSA (Kitchen Bathroom Bedroom Specialist Association). All Orama’s chipboard and solid timber products are sourced from 'responsibly managed' forests.

For more information about Orama worksurfaces, please contact Orama directly on: 01773 520560 or visit the website on http://www.orama.co.uk

Bushboard Launches Prima Worktop Centre

Bushboard has upgraded the Prima Worktop Centre to support its flexible three and four metre Prima Collection.

Launched in conjunction with the redesigned brochure and refreshed branding, the Prima centre is the ideal communications tool displaying actual Worktop, Splashback and Upstand samples.

In robust steel the display centre measures 1900 x 675mm and can be displayed either free-standing or wall mounted where floor space is at a premium.

The Prima Worktop Centre displays all 50 worktop samples in a generous 195 x 135mm size, along with larger examples of Prima splashbacks.

The stand also holds an Upstand sample and includes a brochure dispenser, which can be refilled on demand through Bushboard's dedicated sample line telephone number.

Martin Lowe, Bushboard Business Development Manager, comments: ‘The Prima Collection offers consumers a huge variety of designs and finishes in either three or four metre lengths.

' The Worktop Centre reflects this assisting both retailers and consumers alike; providing realistically sized samples of each design.'

For further information on Bushboard or to order a Prima Worktop Centre call 01933 232 242 or visit http://www.bushboard.co.uk

Splashproof Displays

Following BC Designs’ successful launch of its IP44 range of splashproof wall lights, the company has designed and developed a detailed retail display board.

The board is being offered to retailers free of charge when they purchase one of each fitting at a 50% discount.

The displays are being backed with an educational leaflet that BC Designs is producing to help educate consumers about IP ratings and their relevant 'zone areas' within the bathroom.

Tel: 01206 546345

Web: http://www.bcdesigns.co.uk

B&Q Roadshow Shows off Hotpoint Product

Hotpoint's American fridge freezer was the grand prize at a B&Q ‘Showroom’ roadshow. The week long event at Bruntingthorpe Air Field, Leicestershire, was attended by over 1,000 employees from the 330 B&Q stores nationwide.

B&Q hold 4 roadshows per year for different departments within the company, this time from the kitchen, bedroom and bathroom department. The ‘Showroom’ roadshow allowed staff to view new products and gain training on key features, following a comprehensive sales briefing.

Kerry Davis, competition winner and Terry Reynolds, Channel Manager, Indesit Company, with the Hotpoint FFU23X Fridge Freezer

Manufacturers at the roadshow donated prizes throughout the week, to be won by staff members. Promoting staff interaction and the benefits of product training, the competitions included a difficult question that could only be answered with the help of the Product Managers. Kerry Davis, a Sales Consultant at B&Q's Telford store, was the lucky winner of Hotpoint's FFU23X Side by Side Fridge Freezer which offers a host of features, including a refreshment centre allowing easy access to drinks and snacks without the need to keep opening the fridge door.

Terry Reynolds, Channel Manager, Indesit Company, comments, ‘The roadshows are an excellent way to bring B&Q staff together and a great opportunity for us to gain feedback about our products and explain the key features. Our US Cooling received a lot of interest from staff and we are pleased that Kerry was so impressed with her prize.’

For further information on Hotpoint please call 08701 50 60 70 or visit http://www.hotpoint.co.uk

In-Sink-Erator on the Ball with New Signing

Food waste disposer manufacturer, In-Sink-Erator, has tied up a one-year shirt sponsorship with Watford Football Club’s in-form American defender, Jay Demerit.

The Watford based food waste disposer manufacturer has secured a one year deal with the player whose roots lie in Wisconsin, home also to In-Sink-Erator headquarters.

Joe Ferrara, managing director for In-Sink-Erator Europe, commented: 'We are really excited to be supporting our local club, like Jay we are new to the Watford community and this collaboration is particularly fitting given the fact that Jay is from the same U.S. state as In-Sink-Erator.

“We wish Jay and the football club ongoing success in what is already proving to be a good season for the Hornets.'

The sponsorship deal runs for the 2004/2005 season.

Tel: 0800 389 3715

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