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Superglass launches builders merchant insulation initiative

Insulation manufacturer Superglass Insulation Ltd is giving independent builders’ merchants an exclusive offer based on the insulation company’s Superdad loft insulation campaign.

Superglass launches builders merchant insulation initiative

Those who register for the company’s biggest ever loft insulation initiative before January 10 2011 will receive an introductory offer of 10 free rolls for the first 6 pallets of Superdad loft insulation ordered. They should mention Builders Merchants Journal in the email and existing Superglass customers should register for Superdad by emailing superdad@3×1.com

Once registered, builders’ merchants will be added to the Superdad website, sent an information pack and POS to generate interest in-store.

Working in conjunction with Scottish & Southern Energy, this CERT (Carbon Emissions Reduction Target) funded DIY initiative encourages householders to install their own loft insulation.

The website, www.superdadonline.co.uk, gives builders’ merchants a straight-forward vehicle to get involved. They get national presence via a merchants’ map; search functionality which allows consumers to locate their nearest supplier; and a merchants-only area which will allow them to record the claims on the consumer purchases made.

To encourage the general public to purchase via the Superdad route, a series of special offers will exclusively be downloadable from the website and valid only at registered builders’ merchants. The first of these is an offer of £5 per roll (10.64m²/ 100m or 6.15 m²/170m) to run for the month of January.

Michael Beard, sales & marketing director, Superglass Insulation Ltd, said: “Last year Superdad was a highly successful campaign and this year it will be even bigger. The main aim is to give builders’ merchants the tools and support to drive business into their outlets whilst encouraging consumers to reduce their energy bills by installing their own loft insulation.

“We are 100% behind Superdad with an up-weighted marketing campaign to generate national interest: in addition to the new website, in early January we have secured a celebrity DIY expert to launch Superdad to the public and this will be supported with a UK-wide promotional campaign.

“We would encourage as many independent builders’ merchants as possible to register now to ensure they can get in on the action.”

About Fiona Russell-Horne

Group Managing Editor across the BMJ portfolio.

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