There’s cause for celebration at Made for Trade (MFT) as they’ve been awarded the prestigious title of ‘Overall Best Marketing Campaign’ – Joint Winner – at the FIT Show 2023 Marketing Awards. This recognition highlights the company’s creativity and dedication to impactful marketing strategies within the window, door, and building products industry.
The FIT Show, held annually, is the UK’s leading trade exhibition for the fenestration sector. The 2023 edition marked the event’s 10th anniversary, and the competition for the marketing awards was fierce. However, the judges were particularly impressed by MFT’s efforts, awarding them a joint win for ‘Overall Best Marketing Campaign’ alongside MACO.
The ‘FASTER2FIT’ Campaign: A Winning Strategy
MFT’s award-winning campaign, dubbed ‘FASTER2FIT’, was meticulously crafted to seamlessly integrate the launch of their exciting new product – the Korniche Flat Rooflight. This innovative rooflight solution promises faster installation times, a key benefit for busy tradespeople. The ‘FASTER2FIT’ theme resonated throughout the campaign, effectively communicating the product’s core advantage.
Beyond the Stand: Activating Engagement
MFT’s commitment to maximising engagement went far beyond simply having a stand at the FIT Show. They actively participated in the event’s new ‘Installer Hub’ feature, a live demonstration area where attendees could witness the Korniche Flat Glass Rooflight in action. This hands-on approach allowed potential customers to experience the product’s benefits firsthand, solidifying its value proposition.
Star Power and Teamwork: A Recipe for Success
Adding another dimension to the campaign, MFT strategically enlisted the support of industry icon Mark Millar as their brand ambassador. Millar’s presence undoubtedly attracted attention and fostered a sense of excitement around the MFT brand and its offerings.
MFT’s success wasn’t solely reliant on external figures, however. The company’s marketing team played a crucial role, ensuring the campaign messaging effectively communicated the Korniche Flat Rooflight’s unique selling points (USPs).
Charity Ride: A Touch of Heart
The team went above and beyond traditional marketing tactics by incorporating a unique and heart-warming element – a 202-mile charity bike ride. Two members of the MFT team embarked on this challenging journey, pedalling from the company’s headquarters in Billingham to the NEC in Birmingham, the location of the FIT Show. This impressive feat not only garnered positive publicity but also raised a staggering £22,000 for Cancer Research UK.
Celebrating Achievements and Looking Forward
MFT’s Marketing Manager, Ian Bousfield, expressed his delight at the award win, acknowledging the collaborative effort behind the campaign’s success. He commended the team’s ability to tailor the messaging perfectly to the Korniche brand, as well as the incredible dedication of Leigh Greenwood and Chris Wann, who took on the gruelling bike ride. Bousfield also highlighted the exceptional support provided by the FIT Show team and the outstanding generosity shown by the industry in contributing to the Cancer Research UK cause.
The ‘FASTER2FIT’ campaign serves as a testament to MFT’s innovative marketing approach. By combining strategic messaging, product focus, active participation, and a touch of social responsibility, MFT not only secured a prestigious industry award but also generated significant brand awareness and positive engagement within the fenestration sector.
