Shaping a better world
Rare was initially appointed by RWC UK to conduct a comprehensive review of branding and marketing strategy to help strengthen the company’s position in the plumbing and water controls market.
Although part of a global group, a history of local autonomy had led to a diverse product offering and product branding. Industry research revealed that the RWC product credentials were not widely understood. Rare recommended a customer centric approach, creating market driven product families to replace internally focused groupings, and adopting the use of bold imagery and strong colours to aid product identification and create stand out.
A new marketing strategy was developed, switching from a sales-led merchant focus to a marketing-led specification focus. The website and literature suite were completely revamped to lead on product applications, and the local brand style was updated to suit, while remaining sympathetic to the global brand. Marketing communications were now aimed at architects, specifiers and contractors, centred around: PR and media relations; selective media advertising; digital marketing; web visitor tracking and digital engagement.
Positioning RWC as an industry innovator and thought leader was core to the marketing content. Communications outreach was supported by a selection of information guides, including: industry sector topic guides; technical datasheets; buying guides; web resources to aid product selection and updated signage, workwear, exhibition stands and stationery.
This strategy was successfully deployed, leading to increased enquiries and sales and the subsequent broadening of merchant stocking profiles to support contractor availability. Several new product initiatives were also launched backed by awareness and engagement campaigns.
Later, when RWC acquired the leading UK plumbing systems manufacturer
John Guest, Rare became part of a global consultation group collaborating on the brand merger and creation of global brand guidelines, marketing positioning and messaging, and their application across websites, literature and communications.
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