Driving sales – partnering with Huws Gray Ridgeons to engage their customers
Flash sale multi-channel campaign
One of Huws Gray Ridgeons Cambridge branches was planning a one day only sale of stock. They wanted to make it clear that this was a one off sale to make way for new stock and not a closing down sale.
Sketched concepts were presented to the client prior to developing the chosen route though to design and completion. The bright red background, which was a departure from the core brand colours, helped the point of sale standout from other promotional materials.
The design was rolled out across posters, banners, leaflets, press and web advertising including a local press website takeover. The event proved a big success for Huws Gray Ridgeons, which trebled footfall to the branch and cleared all their stock from the promotion.
Rebranding quarterly trade offers
Ridgeons quarterly trade offers is an important driver for sales targets and it needed a bit of a refresh. The branding, publication, in-store communications and online graphics needed to work hard to stand out above their competitors and also communicate the key offers that quarter.
The creative team at TFP set about brainstorming names for the new trade offers: it was essential that this suited the target audience, the building trade. ‘DONE DEALS’ was the winner, and we created the DONE DEALS BRANDING to be bold, engaging and approachable. We then developed the brand look (staying sympathetic to Ridgeons corporate style) into an eight page A3 quarterly offers leaflet, with stand out red pricing, and strong offer flashes.
The new DONE DEALS CAMPAIGN was rolled out onto in-store point of sale such as shelf barkers and posters, leaflet dispenser, online banners and social media. It has been really well received by customers and Ridgeons team members and certainly creates an impact as you move through the branch on the customer journey.
Re-launching new product areas
As our relationship with Ridgeons develops they have come to understand our strength in creating strong branding tailored to strategic business areas. This is highlighted in our work on the new branding for two of their key product areas: Landscaping and Hand Tools.
Following on from the success of our quarterly trade offers rebrand, we created the new identity for the landscaping side of their business, with the new LANDSCAPING BRANDING & LITERATURE. The style of the landscaping logo builds upon the DONE DEALS brand feel, using icons to communicate the four areas of the sector: timber, aggregates, paving and fencing. The new LANDSCAPING BRANDING was rolled out into a new bi-annual sales brochure, external branch banners, shelf-barkers and online banners.
Our new branding of the HAND TOOLS area uses bold typography and graphics in Ridgeons brand colours to create the eye-catching signage and catalogue cover, which was also then rolled out by their internal designer onto the in-store point of sale and online communications.
Strategic branch marketing
The Ridgeons marketing team are proactive when it comes to strategic marketing tailored to their individual branches. This was proven in several of the strategic campaigns we’ve created for them.
They recently rationalised their businesses in the Cambridge area, closing one branch but updating and opening new branches to provide their customers with an even better service and product offering. We helped with several of the key communications, including CLEARANCE SALE CAMPAIGN posters and advertising for the branch that was closing, plus a CAMBRIDGE CUSTOMER AWARENESS MARKETING CAMPAIGN to communicate their bigger and better offering across press advertising, customer brochure, billboard, van and bus stop advertising.
For the relocation of their Cromwell Road store to Norman Way we designed a large format IN-STORE POINT OF SALE COUNTDOWN BOARD, with magnetic numbers to be adjusted every day during the countdown. It certainly made an impact in the branch.
Promotional marketing activity
As part of our ongoing support of the Ridgeons marketing team, we’re always on hand to create ad-hoc designs for ongoing seasonal or promotional activity.
During the festive season we designed the RIDGEONS CHRISTMAS ADVENT PROMOTION, which included a large format 2 metre high advent calendar and dump-bin for a ‘Festive Instant Win’ competition. With each purchase customers received a lucky dip and if they were a winner they could open the door for that day, with the chance of scooping some fantastic prizes.
Our RIDGEONS CUSTOMER AWARENESS DIRECT MAIL was designed to drive footfall in store and included a message that would appeal to the target audience with sales incentives in the form of money off depending on how much was spent.
We also offer support in the way of online banners for Ridgeons social media, particularly the number of trade days they hold at any number of their 26 branches across the region. We have already made a huge impact on their communications, building bold brands and offer messages to really help drive their sales, while continually providing support to their marketing team on a weekly basis.