Builders merchant Travis Perkins won a marketing award for its Lapsed Customer marketing programme at the Construction Marketing Awards last week.
TP won the Best Use of Direct Marketing Award for its campaign aimed at reactivating lapsed customers across the Travis Perkins group. The campaign generated a record response rate and significant financial return and used sophisticated personalisation and a target-based incentives to reinforce key brand messages.
Other winners were Mira Showers’ agency FACTA for its Part G PR campaign, which used
leading industry figures to front a training vodcast on new regulations, widely promoted through print and online. Dulux Trade won the Best Use of Strategic Marketing award for its Step toward Greener campaign.
The record number of entries to the 2010 Construction Marketing Awards showed that, despite the economic climate, marketing standards remain high amongst construction professionals.
The Awards, sponsored by the Chartered Institute of Marketing Construction Industry Group (CIMCIG) and supported by Construction News and Glenigan, are now in their tenth year.
Chairman of the Judging Panel, Ian Exall said: “The creativity and imagination exhibited in the entries is of the highest standards and reflects the level of enthusiasm and investment even in difficult times for the construction market. This year’s entries saw an increased focus on digital marketing programmes – reflecting the massive growth in online activity.
“The CMAs allow those who have reached new heights in creating successful, marketing strategy and campaigns for the construction sector to gain the recognition they deserve – The standard of entries this year was second to none.”