The Construction Marketing Awards, hosted by the Construction Industry Group of the Chartered Institute of Marketing (CIMCIG), showcase excellence in construction marketing, providing a platform for construction companies and their marketing professionals to have their achievements recognised.
SIG Design and Technology, together with their agency Just Practising Limited, has been shortlisted as finalists in the category ‘Best Use of Content Marketing’ for their work in driving and supporting the specification sales process, with particular emphasis on supporting architects to understand flat roofs, green roofs and metal roofing and cladding. SIG Design and Technology is part of the FTSE 250 SIG Plc, one of the largest specialist materials suppliers in Europe.
The category also features some very well known names such as British Gypsum, Monier Redland, NHBC and Kier Group.
Mike Crook, Trading Director at SIG Design and Technology said,
We are delighted with the success of this venture, which we began at the end of 2012. SIG Design and Technology have been able to differentiate ourselves as impartial advisors through this new content. Introducing a blog, social media and digital content into our marketing mix has made a dramatic difference to the return on our marketing budget.”
Su Butcher, director at Just Practising Limited, said
This has been a team effort, working collaboratively with the entire staff, especially sales and technical, two external consultants (Aura PR and Active PPM) plus Group IT. This approach has enabled us to support changes in how content is created and shared, improvements in the quality and effectiveness of content and a subsequent dramatic improvement right from leads through to specification sales managed to order, in which the whole team plays a part.”
Over an initial 2-year programme, the work attracted 831 blog subscribers, a 285% increase in content downloads and an eightfold increase in contact form enquiries. Specifications increased 89% in number and 73% by value. This has contributed to an increased return on investment of net specifications managed to order from 277% to 330%, all without any significant increase in marketing spend.
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The CMA Awards 2015 will be announced at the Gala Awards Dinner on Wednesday 9 December 2015. Read the entire shortlist here.