The challenge
Powdertech, a specialist in powder-coating architectural metals, faced a competitive market crowded with cheaper, lower-quality alternatives. Despite offering superior products for cladding and façade applications, the market was largely unaware of the comparative quality advantages.
The unveiling of its hyper-realistic PowderLUX range at the Surface Design Show 2024 provided the perfect opportunity to make an impact. Powdertech needed to showcase powder coating’s aesthetic and performance advantages, challenge misconceptions and highlight how these finishes outperform other materials, such as timber cladding.
With just three months to get the job done and working to a relatively small budget, acquiring rapid results was the aim of the game.
The solution
The Think Tank (TTT) developed a focused, three-month PR campaign to raise awareness of PowderLUX among UK specifiers, particularly architects. With a limited budget, TTT concentrated on earned media relations to ensure maximum value and visibility for Powdertech’s message.
We started by introducing Powdertech to top architectural titles, before following up with a series of thought leadership pieces, from market trends to top tips when specifying. Authored by Powdertech’s director, Richard Besant, the articles were used as a content vehicle, raising awareness of the benefits of powder coating before the official product launch.
Ahead of the Surface Design Show, media meetings were arranged with key outlets, including FC&A, PSBJ, F/X, DesignCurial and Architecture Magazine. The campaign’s success was further driven by strategically releasing additional product details over time, including a focus on one of the standout finishes, Norwegian Wood.
We also newsjacked at every opportunity, putting Richard forward to comment on industry news and positioning him as a voice of authority.
The results
Devised and launched at speed, the campaign was effective in winning the hearts and minds of UK architects. We secured 26 tier 1 media placements, including RIBA Journal, Architecture Today, and DesignCurial. Powdertech’s domain authority jumped by 81%, reflecting the quality and depth of the coverage. Perhaps most importantly, it generated 85 enquiries for the new range, 225% higher than the benchmark, translating to a 150% return on marketing investment.
Making good on our philosophy of being an integrated partner, we also provided regular consultancy to Powdertech throughout the campaign, assisting with a future media buying strategy and offering advice on a new website project.
“The team quickly understood the brief, established a plan, KPIs, a timescale, and visited our factory to meet our team and immerse themselves in the task. During the 3-month project, there were regular progress updates, so we always knew where we were. The result was a successful professionally run campaign which was fun to be involved in for everyone.”
Richard Besant, Director, Powdertech (Corby) Ltd.
Get in touch
