Value in construction marketing comes from talking to THE RIGHT PEOPLE.

the specialist integrated marcomms company

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HELLO COME IN.PLEASE, HAVE A SEAT… COFFEE SLG

SLG“Milk?

SugAr...?

Biscuit?”

3

In the 20 odd years I’ve worked

in construction industry PR, every

new client meeting has started the

same way. We always ask clients to

tell us about themselves as a business.

From then on, they’ve all been

completely different.

Different needs. Different goals.

Different priorities. So the first thing

I do is shut up, listen carefully and see

how we can help. That way, it’s about

their objectives as a business, not our

credentials as an agency.

Because it’s only by looking at problems

from a clients’ point of view that we can

start to understand them and start

formulating a plan to help.

OK, let’s talk about what we can

do for you.

Usually, after they’ve told us about

themselves, I talk about what we’ve

achieved for clients in the past.

How we’ve helped them punch above

their weight with original, impactful

PR campaigns, events and seminars.

About our 30-year track record of

creating strong relationships with the

trade press, our online PR expertise

or the consultants and specifiers we

work with to gain professional insight

and input.

Then, on the principle that the best way

to win new clients is to do outstanding

work for your existing ones, I top up

their coffee, offer another custard

cream and do what I’m going to do now:

Let the work do the talking.

David Dailey

PR Director

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HIGH PROFILESTrAIgHT TO THE TOP:BIG RESULTS FROM KEY MEDIA CONTACTS.

This is a campaign we’re particularly

proud of. It’s for Innovaré Systems, one

of the leaders in Structural Insulated

Panel (SIP) construction.

They didn’t have a huge budget, so we

agreed the most effective thing to do

was to use our contacts in the key media

to create awareness and coverage.

That meant us becoming their ‘in-house’

press office, co-ordinating all their

communications with the trade titles,

cultivating contacts with industry

opinion leaders and establishing Innovaré

as an authority on SIP building systems

on a leading construction website.

The outcome was press coverage far in

excess of the overall PR spend, including

a number of high profile feature articles.

Proof you don’t have to spend big to

get big results.

Another Hobnob anyone?

HIGH PROFILE

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EDUCATION

EDUCATION

JuST WHEN YOu THOugHTYOu KNEW EVErYTHINg THErE

WAS TO KNOW ABOuTTHE TOILET…

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…Along comes a toilet that uses greywater

from baths and showers to cut water

consumption in the home.

Brilliant idea. But so revolutionary it was

a job in itself to educate the market

(developers, architects and self builders)

on how it works and how it could help

them achieve level 5 in the Code for

Sustainable Homes.

Rather than simply telling them about

EcoPlay, from clients CME Sanitary Systems,

we organised a high profile launch at the

BRE Innovation Park to demonstrate this

new kind of loo first-hand.

Our media contacts helped us attract

enough interest for not just one, but two

events, both packed with an appreciative

audience of trade press representatives.

The resulting coverage was

everything we could have wished

for, with major features in five key

publications and over 80 separate

articles in the 12 months following

the launch.

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AUT HORITATIVE I NDUSTRY VOICE

AUT HORITATIVE I NDUSTRY VOICE

BISONMANUFACTURINGON THE rOAD

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As a journalist and PR professional,

my first love is the written word.

But there are times when there’s no

substitute for getting out there and

talking to your customers face to face.

That’s how we came to organise 10 high

profile industry seminars on behalf of

our client Bison, as part of a campaign

to change the way the industry thought

about them for good.

SLG took charge of every last detail,

from the venues (including Wembley

Stadium) and CPD accreditation for the

day’s events, to the refreshments and, of

course, the biscuits…

With an eye on developments in the

market, we timed the tour to coincide

with an independent report on the

cost advantages and sustainability of

concrete floors over metal decking,

copies of which were handed out at

each event.

Some lively discussions on Bison’s key

product areas quickly followed, allowing

company representatives to engage

directly with key audiences and drive

home the new positioning.

As a result, every venue was packed to

the rafters with people who came away

full of positive things to say about Bison

and about its products and services.

Something we built on in an intensive

follow-up campaign underlining the

company’s new role as an authoritative

industry voice.

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SAILINg AgAINST100 YEARS OF TrADITION

TRADIT IONCHALLEN GING

The open sea isn’t somewhere you’d

expect to be involved in the debate on

plastic versus metal piping.

But as one of several client events for

Polypipe, our day out on the water

provided an enjoyable break from routine

for members of the trade press, and a

perfect opportunity to sell in the benefits

of the Polypipe range of plastic pipes.

Our ‘Challenging Tradition’ campaign

included not just media events but press

packs and feature articles in key

publications and national press.

Picking up on TV news stories covering

the theft of metal piping from building

sites, it took security as a central

theme (plastic is nothing like as

attractive to thieves as metal), along

with the benefits of speed, convenience

and health and safety.

Against a century of received

engineering wisdom, and in

difficult market conditions, our

PR programme and a wider

marketing campaign together

generated a 20% increase in

sales, plus a dramatic increase in

the number of enquiries from

prospective customers.

TRADIT IONCHALLEN GING

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FLYING HIGHER

DIGGING DEEPER,FLYINg HIgHEr.

Now, I believe you can’t market a

product if you don’t know it inside out.

So the first thing we did when

Polypipe asked us to launch their new

Ridgistorm-XL range of large diameter

pipes was to send our team on an

intensive product training course.

Armed with everything there was to

know about this versatile plastic pipe

for major civils projects, the team then

organised a PR campaign that included

an overseas press trip for a leading

civil engineering magazine, yielding a

major feature article and extensive

online coverage.

A press launch event at a top London

venue also generated some impressive

coverage: 12 pages of editorial in key

publications.

All of which helped Polypipe

consolidate their position as

a leading force in the water

management market.

FLYING HIGHER13

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SLG

IMAGINATIONPuT YOurSELFIN THE PICTURE

Thanks for taking the time to read our

brochure. I hope it’s given you an idea

of just what can be achieved with a

little imagination and creativity and that

you might be interested in meeting up

with us for a chat.

If you’d like to get in touch, just call

me on 0161 832 5574, or e-mail us

at claire.lyall@slgmarketing.com with

details of your company, your

requirements and your preferred

biscuit of choice.

Claire Lyall

Business Development Manager

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IMAGINATIONPuT YOurSELFIN THE PICTURE

SLG MARKETING LIMITEDJohn Swift Building19 Mason StreetManchesterM4 5FT

Tel: 0161 832 5574Fax: 0161 833 1072Email: claire.lyall@slgmarketing.com

www.slgmarketing.com

PR clientsBison ManufacturingGradientInnovaré John CraneKirkstone LtdPolypipe CivilsPolypipe TerrainPromatRace Cottam Associates Recticel

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