B2B strategic focus for Reynaers

Reynaers is a leading UK provider of sustainable aluminium solutions for windows, doors, curtain walling, sliding systems, sun screening and conservatories.

Reynaers is a leading UK provider of sustainable aluminium solutions for windows, doors, curtain walling, sliding systems, sun screening and conservatories. Reynaers designs and supplies systems to both the commercial and domestic construction markets.

Challenge

Reynaers tasked Mobas with a new, extended commercial focus for the parent brand following successful PR campaigns for its residential arm, Reynaers at Home. For the past two years, the team has been bucking the trend in the construction market to create more sales in a competitive market through social media as well as online trade media. Architects and specifiers are inundated with information from suppliers right across the construction industry. Our challenge was to cut through the noise and make Reynaers’ messages heard.

Strategy

Surveys, competitions, newsletters and market insights have been created and distributed via social media channels and carefully selected media partners to create pithy copy with news hooks, using stunning case study photography to feature across vertical and horizontal titles. Clear objectives and KPIs were set. Using in-depth research we ensured key messages were always relevant to our target audiences.

Alongside the creative team at Mobas, content is put together so all print and online components are attention grabbing, relevant and galvanising.

Effectiveness of press releases and online copy are monitored so that campaigns can be tweaked as necessary.

Mobas now provides PR support to the business with a reactive and proactive press office, PR planning, media monitoring, news distribution, uploading regular content to the website and crisis communications. Written content has included press releases, case studies, features and advice pieces tailored to the target audience via traditional PR and digital routes. All campaigns are linked and are complemented by events, PR and direct marketing.

Results

Traffic to the website is up 80% year-on-year with additional increase in pages viewed and dwell time. Uptake of Reynaers’ CPD was more than double than ever achieved before, with new prospects being identified. Hundreds of new projects are being discussed with architects who are also new to Reynaers – projects worth in the millions in incremental revenue.

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