Building products marketing

Your product has to survive the specifier, the merchant and the installer before anyone places an order. We make its advantage clear to each of them, with the evidence they ask for and a website that answers technical questions.

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Answer the specifier, the merchant and the installer

A building product is often chosen by someone who won’t buy it and bought by someone who didn’t choose it. The specifier needs evidence, the merchant needs to know it’ll sell and the installer needs to know it goes in without trouble.

Give each of them their answer on the product page, where they’ll look for it.

Hhollowaycladding.co.uk

hollowaycladding.co.uk/products

Holloway CladdingProductsProjectsTechnicalWhere to buyOrder samples

Products › Brick slip systems

4 colours, 2 textures

Brick slip cladding system

A brick finish for new build and refurbishment, fixed to a rail system and far lighter than masonry.

For specifiersFor merchantsFor installers

System weight: 32 kg/m²
Slip thickness: 20 mm
Substrates: Masonry, SFS, timber frame
Fire performance: See the test report

NBS specification clauseDOCX
BIM objectRFA, IFC
Fire test reportPDF
Installation guidePDF

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A building product page for a brick slip cladding system. A large brick swatch with four colour options sits beside the product summary, tabs for specifiers, merchants and installers, a short specification table, downloads for the NBS clause, BIM object, fire test report and installation guide, and buttons to order samples or talk to the technical team.

Aquarian brick slip cladding on the Shurgard self-storage building

The clad entrance of the Shurgard building

Aquarian Cladding: 41% more organic traffic in nine months

Architects, contractors and developers needed a clearer way to judge Aquarian’s cladding and the projects behind it. We designed a new website around its existing brand, with competitor and keyword research shaping what it covered.

Trade PR took Aquarian’s technical knowledge to print and online titles, and award entries made the case for the business. Aquarian won Business of the Year at the Business Leader Awards.

more organic traffic in the strategy’s first nine months: 41%
more target keywords in Google’s top three: 200%

Read the Aquarian story

Marketing for building product manufacturers

Questions about building products marketing

If your question isn’t here, call 01934 808132 or email [email protected].

How do you market building products to specifiers?

Make the product easy to choose and easy to justify. Specifiers want performance data, test evidence, specification clauses, BIM objects and projects they can point to. Put them on the product page, keep them current and tell the right people when something changes.

Should we market to specifiers, merchants or installers?

Usually all three, with a different argument for each. The specifier needs evidence, the merchant needs to know it will sell and the installer needs to know it goes in without trouble. We work out which one is holding back your sales and start there.

Can you write technical content without getting it wrong?

Yes. We work from your test reports, certificates and your technical team’s wording, and we won’t publish a performance claim without its source.

Do you get building products into the trade press?

Yes. Projects, technical insight and company news all make stories for the titles your customers read. For Aquarian, trade PR and award entries ran alongside the new website and SEO.