To generate greater awareness of the GTEC Aqua Board product within merchants and encourage them to sell the high-performance product above standard board options available at present.
After an initial market assessment and proposition analysis, a national awareness communications programme was agreed, including digital, advertising and direct mail rolled out regionally. The campaign was supported by merchant promotions and activities to drive sales at a merchant and regional level. Merchants were provided with trade channel product information and marketing packs as well as POS materials including product displays.
The campaign has increased the sales of the GTEC Aqua Board product throughout 2010. Orders have increased from existing stockists and there continues to be new stockists requesting to sell the product range. GTEC Aqua Board delivered strong sales growth in 2010 for Lafarge and is forecast to rise throughout 2011.