This year’s BMA Bathroom Conference has been described by BMA President Steve Lee as “the industry event of the year”.
The event, at the Carden Park Hotel in Chester, featured a keynote speech from Richard Hytner, deputy chairman of Saatchi and Saatchi. His speech about “LoveBrands” inspired delegates to think outside the box to develop bathroom brands which will become loved, exciting and glamorous.
He also suggested that manufacturers should begin to embrace the internet and new technology for communicating to customers with emotive messages.
Amongst other presenters Kathryn Rathouse, social researcher, spoke about her work with focus groups and her seven top tips in marketing water efficient bathroom products. “Water efficiency is currently a low priority amongst consumers since using less water seems like going back to the bad old days. So there is a challenge to make water efficiency the way forward, not the way backward.”
Mathew Wright of the Energy Saving Trust wants to create greater partnership between his organisation, the BMA (with its “trusted water efficiency label”) and Waterwise.
He spoke about the link between energy and water saving and the need to get a behavioural change in the population. “We have to get the general populous to commit to water efficiency. He said that his mission in life was to get 60 million in the UK to act on climate change.
“It will be difficult to better the event next year,” Lee said, “but we have already started work on the arrangements.”