Targeting installers directly and developing an emotional pull, pushed distributor sales up by record amounts and saw a significant market share increase.

Competing against a dominant market leader, with strongly established distributor relationships, was always set to be a challenge. Rockfon, a leading supplier of stone wool acoustic ceiling tiles, was open to a new approach, which saw a clever pincer movement targeting installers to increase distributor sales.

Installers have historically been a hard to reach audience – always out on the road and on site – therefore understanding what would engage across the spectrum of installer types was key to the campaign’s success.

 

The Solution

Research unearthed the rational drivers behind installers’ buying decisions – namely cost and convenience. But on an emotional level, what makes installers tick and what could incentivise them to demand Rockfon products from their distributor over that of the main competitor?

The answer lay with an animated F1 race competition, offering a coveted prize: a weekend getaway to Monaco, which made a powerful emotional connection with the segmented target audience, reinforced by more rational point-of-purchase materials, and targeted email and social media campaigns.

By understanding the business’s strategic goals and analysing where purchasing power in the buying chain could be best influenced, Rockfon turned a channel challenge into a distribution success story.

 

The Results

Following hundreds of competition entries, Rockfon saw a marked increase in stock levels purchased by key distributors within days of the campaign going live.

The company’s market share increased, indicating that its products had successfully displaced those of its competitors in the distribution channel.