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At the end of April, the FMB kicked off an ambitious campaign to promote itself and their members to Britain's consumers. The campaign will run throughout May and June.
The aims of the campaign are simple:
- To generate more business for FMB members
- To raise the profile of the FMB logo as 'the sign of building quality'
- To increase the use of the Find A Builder website as an essential source of information for consumers
- To encourage the public NOT to use cowboy builders but to take building decisions seriously and choose an FMB member
- To help improve the public image of Britain's building industry
To help hammer these messages home, the FMB have produced The Essential Guide to Home Improvement, a glossy, 16-page magazine aimed at homeowners who are thinking about having building work done. The guide contains articles such as advice on planning, managing projects, top tips on dealing with builders and avoiding cowboys, as well as information on services such as Find A Builder, MasterBond, and FMB's Plain English contracts and more. The guide is designed to give consumers the information they need to make an informed choice when employing a builder.
The Find A Builder website has also been redesigned with consumers in mind, (www.findabuilder.co.uk) and will be launched on Tuesday 6th May. The website will offer home-improvers ideas and information all geared towards generating interest in the FMB and their members.
The campaign will be supported by advertising in a pilot area. Initially a series of advertisements will be tested in Reading, Newbury and the surrounding areas of the Thames Valley over a three-month period, with a view to using the successful elements of the advertising in other regions. These adverts will appear on poster sites, on the backs of buses and on bus shelters in the trial area (examples of which can be seen on the right).
Radio advertising will also be running in the pilot area.
In addition the FMB are communicating with home improvers throughout the country via email with newsletters, competitions and promotions. In the trial area, homeowners who have expressed an interest in home improvement and are planning to have work done will be written to directly by the FMB - they will all be receiving copies of the Essential Guide and other information. These tactics are all designed to lead home improvers to the Find A Builder website and, ultimately, to choose an FMB member for their next home improvement project.
First posted: 29 April 2003. Last modified: 29 April 2003.
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