Aico are the market leaders in domestic Smoke Alarms, Heat Alarms & Carbon Monoxide Alarms in the UK. Consistent product innovation led to a requirement for a new marketing communications package to support a new range of CO alarms, designed to educate and communicate with Plumbers and Heating installers.
The difficulty with CO is that it is quite an unknown –you can’t see it or smell it and the market needed to be educated. Plumbing and Heating Installers are generally focussed on completing a specific job done, rather than selling what is seen as an accessory or concentrating on a non-essential. The marketing communications support needed to be engaging enough to encourage the target market to understand the product benefits and be confident in selling this into the end consumer.
‘Andy’ a popular character already in use in the Electrical Contractors’ field, was adapted for use in the Plumbing and Heating market. A full suite of in-store merchandise was created for Plumbing and Heating merchants to display, including window stickers, explanatory leaflets and countertop point of sale dispensers.
We also created ‘handy-hints’ tear-off information sheets on countertop displays to highlight the dangers.
Along with supporting training materials and specification guides, there is now a complete set of marketing communications materials available to support this new range of alarms.
This campaign is running successfully in multiple Plumbing and Heating merchants, fully supported by trade press advertising campaign. Further developments are now planned for Phase 2 of the campaign to encourage further engagement.