Rockwool

‘N’
Yours
Truly
LET’S

Agenda
Current
situation Challenges Solution
Present
three
key

marketing

initiatives
that
seek
to

increase
awareness

Deliver
a
process
oriented

understanding
that
can
be

applied
to
all
customer

segments
Lack
of
awareness
about:

-‐ Products

-‐ Product
features
and

benefits

-‐ Names

-‐ Economic
benefits
of

good
insulation

Professionals
are
very

traditional
in
their
approach

Contractors
purchase

materials
through
timber

merchants

The
systems
have
been
on

the
market
for
more
than
30

years

RedAirTM
is
leading
in
its

niche

In
the
RedArtTM
submarket

competition
is
fierce

Exterior
facade
insulation

systems
show
great
growth

potential
Agenda Process Findings Initiatives Implementation Budget Wrap-‐up

Applying
the
customer
journey
of
housing

cooperatives
and
contractors
as
a
research
process…
Need
arises
Search
DecisionPurchase
Loyalty

…
suggests
a
campaign
that
targets
contractors
Call
housing
cooperatives
Three
decision
influencers:

-‐ Contractors

-‐ Consultants

-‐ Architects
Trends

-‐ Smaller
housing
cooperatives
(1-‐100)
tend
to
contact
contractors

-‐ Larger
housing
cooperatives
(100+)
tend
to
contact
consultant
and/or
architects
Focus
on
contractors

-‐ Always
part
of
the
decision
making
process

Evaluating
contractors’
customer
journey
allows
for
an

identification
of
the
campaign’s
areas
of
focus
Need
arises
Search
DecisionPurchase
Loyalty

Conversations.
Contractors
say
”Their
products
are

more
expensive
and

the
materials
are
four

times
heavier”
”If
you
wanna
make

people
change
their

behavior,
the

solutions
need
to
be

better,
easier,
and

quicker
to
use”
”I
find
them

arrogant
and

pompous”

Building
on
contractors’
comments,
we
introduce

ROCKWOOL
”ekspertpanel”
Purpose
Invite

contactors
to
be

part
of
an
expert
panel
that
focuses
on:

❑ Creating
awareness
about
REDAirTM
and
REDArtTM

❑ Building
a
preference
for
these
products

❑ Providing
an
opportunity
for
contractors
to
try
these
products

Details

❑ Half-‐day
event
with
morning
coffee
and
tea
+
lunch

❑ Presentation
of
the
systems
and
their
benefits

❑ ”Get
to
work”
–
contractors
get
a
feel
of
the
materials

Conversations.
Contractors
say
”In
some

situations,
I’m
not

the
one
in
charge

of
choosing

materials”
”We
often
make
decisions

together
with
end-‐
customers
and
with

respect
for
their
wishes

and
preferences
”A
lot
of
our
end-‐
customers
have
a

clear
vision
of

what
they
want”

A
film
about
three
little
pigs,
the
big
bad
wolf
and
a

house
with
ROCKWOOL’s
exterior
facade
solution
Purpose
Produce
three
short
ad
films
that:

❑ Target
end-‐customers
as
well
as
contractors

❑ Picture
the
three
most
important
features
of
the
facade
systems

❑ Trigger
recognition

Details

❑ To
be
launched
on
website,
FaceBook
and
YouTube
(more
cost-‐efficient)

❑ Simple
animations

❑ Humor
is
at
the
essence

❑ Voiceover


Purpose
Support
marketing
activities
associated
with:

❑ The
implementation
and
execution
of
our
campaign

❑ Ensure
continuity

❑ Handle
daily
updates

Details
One
student
assistant
10h/week
&
one
full-‐time
intern
(8h/day)

Tasks

❑ Adwords
on
REDAirTM
/REDArtTM

❑ Webpage

▪ Simplify
REDAir/REDArt

▪ Include
“insulation”
in
text

❑ Invitations
for
“Ekspertudvalg”

❑ Evaluation
of
awareness
surveys

❑ Danish
Facebook
Page
(Create
content
not
just
information,
e.g.
make
brochures

available
for
download)
Student
assistant
and
interns
to
perform
daily
tasks

that
support
marketing
activities

Step-‐by-‐step
implementation
will
ensure
an
optimal
execution

and
development
towards
the
communication
objective
June July August September October November December January
rt
–

udvalg
films
nt
+

intern
s
Survey Pre-‐survey Survey
Short
films
on
Facebook
Short
films
on
YouTube
Workshop Workshop Workshop Workshop
Intern Intern Intern
Student
assistant
AdWords
Send
out
invitations

Organize
event

Order
food

Set
up
materials

Find
producer

Publish
on
FB
and

YouTube

Monitor
comments

and
shares
Hire
student

Hire
interns

Partner
with
research

company

Launch
+
follow
up


All
three
initiatives
are
feasible
and
can
be

implemented
without
exceeding
budget
of
1m
ROCKWOOL
”Ekspertudvalg”
4
x
Breakfast,
coffee/tea,
lunch DKK
12,000.00 (DKK
150
x
20
participants/day)
4
x
Materials DKK
80,000.00 (20
participants/day)
Short

films
advertisments
3
x
Video
production DKK
300,000.00
Facebook
advertisement
(contractors) DKK
31,500.00 (DKK
150.00/day
x
7
months)
Facebook
advertisment

(end-‐customers) DKK
31,500.00 (DKK
150.00/day
x
7
months)
YouTube
advertisment
(contractors) DKK
31,500.00 (DKK
150.00/day
x
7
months)
YouTube
advertisment
(end-‐customers) DKK
31,500.00 (DKK
150.00/day
x
7
months)
General
marketing
Student
assistant DKK
41,600.00 (10h/week
x
DKK
130.00/h)
Intern
DKK
0.00
AdWords DKK
31,500.00 (DKK
150.00/day
x
7
months)
Awareness
survey DKK
71,000.00
SUM DKK
662,100.00

We
showed
you
a
process
oriented
solution
that

should
be
applied
to
all
segments:

❑ One
family
houses

❑ Other
apartment
complexes

❑ Housing
cooperatives

As
well
as
target
audiences:

❑ Architects

❑ Consulatant

❑ Contractors
We
introduced
you
to
three
initiatives:

❑ 4
x
”ekspertudvalg”

❑ 3
x
short
films

❑ Student
assitant
+
interns

The
communication
for
each
initiative
needs
to

be
adapted
to
the
target
audience

Wrap-‐up

Findings
–
customer
journey
Knowledge

about
energy

saving
benefits

(end-‐customer)

Housing

cooperatives

tend
to
turn
to

the
contractors

directly

Need
arises Decision Purchase LoyaltySearch
Bricklayers
use

what
they
know

End-‐
customers

use

the

internet
for

search

Use
what
is

available
at

timber

merchants
Made
together

with
end-‐
customers

Timber

merchants
act

as
advisors
Timber

merchants

(phone/

e-‐mail/store)
Better
quality

Better
price

Easier
to
use

Quicker
to

”install”

Rockwool

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