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Keystone Lintels takes merchant campaign to the movies

Steel lintel manufacturer Keystone Lintels is launching a dramatic movie themed campaign designed to boost turnover via the company’s builders merchant partners with a dynamic new programme of increased support.

The powerful new message to their merchant partners is simple – “let Keystone do all the hard work and we can grow together”. The initiative will see Keystone Lintels’ entire salesforce follow up on leads provided by their merchant customers. Once it is ready to convert to an order, it is passed back to the merchant that generated the lead, resulting in a direct sale for them.

The lead generation partnership message will be communicated to merchant partners in an eye-catching and tongue-in-cheek movie themed campaign that takes inspiration from iconic films such as Jaws, Top Gun and Toy Story. Key movie lines have been adapted to help reinforce the lead generation message and provide a memorable way of keeping the message in everyone’s minds.

Executions will include posters that will be displayed in merchant branches and a series of movie trailers that will be communicated across digital platforms.

“Keystone has always valued our partnership with builders’ merchants and has a proud 30 year history of unwavering support to our merchant partners,” says sales director David Grace. “Merchants are our eyes and ears on the ground, but with a vast amount of other products to sell we try to take away the workload of chasing these jobs down, to ensure we are successfully securing orders together.”

“We are simply saying let us do the job for you. Keystone’s team will chase all leads that are new to us and the merchant, to create a schedule/quote and work to convert that schedule to an order!”

About Fiona Russell-Horne

Fiona Russell-Horne
Group Managing Editor across the BMJ portfolio.

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