STG wins everyone over
with inspiring communication
Getting a commercial message across to inspire your target audience – be that a residential customer, someone in the trade or your own employees. Bathroom specialist STG pulled it off with a little help from its all-round communication partner.
Inspiration online
STG has everything you need for your dream bathroom. That was the message the bathroom specialist trumpeted online across Google and Meta platforms. While firms in the sector tend to focus on product characteristics and technical specifications, we opted to approach things from a whole different angle: visuals in soft colours, a feminine touch and inspirational copy. We regularly schedule content workshops to discuss the topics to be used in the online ads. Once we’re all in lockstep we hold photo and video shoots, create the content and ultimately publish it on Google and Meta platforms. We also closely monitor how they perform on an ongoing basis, making tweaks where needed. In all of this our goal is always the same: inspiring consumers to book a slot at one of the STG showrooms.
Give your brand a human face
So how does a bathroom and heating specialist connect with the B2B market? By giving your brand a human face. Our creative team invented ‘tradesman André’ and brought him to life in our studio. From casting the right actor to cataloguing and shooting the poses, we drew on our skill and experience to get the job done. We created an extensive photo and video library that STG can make use of as it sees fit. That gives the inhouse marketing department the resources it needs to use the ‘tradesman André’ concept in other media, such as posters, emails and socials, sponsoring and team-building material. And if they reach out to us for support they can always expect a rapid response from our team.
Radio-active
As part of our cross-media approach we beefed up the online awareness campaign with a series of radio commercials. In doing so, we lived up to our reputation as a full-service partner, taking care of everything from coming up with creative ideas to writing the script, recordings and editing. A deep-dive into the target audience and the best suited radio stations ensured optimal use of the budget. The commercials were incorporated into various social media campaigns to maximise the return on investment.
Motivating employees
STG also asked us to help them find a clear and convincing way to get employees on board with the new sales strategy. After a close reading of the company’s strategic plan we decided to adopt a sports metaphor to get the message across. Acronymising the strategy name – Commercial Operating Model – we came up with ‘COM’on!’. We made five videos in which employees acted out the main principles of the new strategy in a playful but unambiguous way. We then created a presentation incorporating the videos. Rather than using regular photos our graphic team created comic strips depicting the main character from the video. This has helped drive the message of the new strategy home to all STG employees.
