Bradstone announced significant investment in a multi-media consumer strategy at its second national conference for Bradstone Assured installers at Mallory Park racing circuit in Leicestershire on 23 January.
Around a third of the registered Bradstone Assured professional landscapers attended the conference at the legendary motor race circuit, where Bradstone unveiled its marketing plans for 2015 including significant investment in brand awareness, consumer facing marketing platforms, customer loyalty programmes and its Bradstone Assured installer scheme.
Toby Stuart-Jervis, commercial director, for Bradstone said: “We were delighted to bring together so many of our approved Bradstone Assured installers to network with the Bradstone team and hear about our marketing plans and additional support available this year.
“2015 will see Bradstone move towards a more end-user led branding and pull through strategy to deliver maximum support for our merchant partners and installers. This includes a heavyweight programme of consumer PR activity, including not only traditional media/ online channels, but a comprehensive multi-media digital, social and product placement strategy too. A new Bradstone website, with web responsive design, will also launch in the spring.”
Mr Stuart-Jervis added: “It was also a great opportunity to engage installers in our new products for 2015, which include Mode, a new porcelain paving range, offering a state-of-the-art design choice for consumers looking for the most contemporary of outdoor spaces. The recent launch of our new 10-year product and five-year workmanship guarantee, designed to both provide further support for our installers to secure new business as well as product pull through for our merchant partners, was also a hot topic.”
The day kicked off with a short welcome and introduction to the Bradstone team leaders ahead of attendees being assembled into their teams for the day. Then it was straight onto the track with installers going head to head behind the wheel of a super car, in the pit stop lane for a wheel change and an auto test challenge.
The evening was then hosted by TV gardening personality David Domoney, back at the Hinckley Island Hotel with a drinks reception ahead of a brief overview of Bradstone’s new products and marketing plans for 2015. A sit down dinner followed as well as after dinner entertainment from comedian, Bob Mills, best known from cult television series In Bed with Medinner and The Show.
The national conference was also used as an opportunity to present the Bradstone Assured Installer Awards, which celebrate the achievements of members. The Awards were presented across six categories in recognition of members who had demonstrated excellent levels of workmanship, design expertise and customer service.