“Once our customers make that first order we know that they will keep coming back for more so long as we look after them with good products, good service and competitive prices. And that why it’s critical to expand their perception of what we as a business have to offer them.” Phil Travis Managing Director
Vista Engineering is one of the UK’s largest manufacturers of construction fixings. From plaster bead and wall ties to structural windposts, the products they make go into the fabric of a building to guarantee its structural stability.
One of Vista’s objectives for 2018 was to increase cross sales. The company has a strong and well established customer base in the independent merchant sector. Like most businesses, these customers tend to know them for some parts of their range more than others. The task, then, was to increase customer awareness of the breadth of Vista’s product range. It made sense to target existing customers, as they had already bought from Vista and felt comfortable dealing with them.
We also wanted to increase awareness of the range among tradesmen. The aim was to drive them into the merchants and request Vista products they had not used before. This has the duel impact of increasing business for both the merchant and Vista.
After discussions with the sales team and an analysis of the methods used by competitors, we decided to produce a pocket guide for building contractors featuring the Vista product range. Looking at a selection of pocket guide designs in the sector, we decided on a concertina fold format. This design made it easy to open out to see the full range and home in on the product required.
The cover made the most of the yellow and black identity that customers would instantly recognise as belonging to Vista Engineering and outlined the five main product areas the pocket guide covers. Inside, the pocket guide design was kept simple and functional. It displayed as many products as possible while still making it easy to read and view the 3d illustrations.
The guide was given to the sales force to place on merchant counter tops and an email was sent to all Vista customers offering them packs of 250 to display in store. We also included them in product packaging to get them into the hands of the building contractors.
“The pocket guide was the final piece in the puzzle for us. They’ve gone down a storm with the merchants and I’m getting lots of requests for top ups. More significantly, we’ve been receiving orders for some of our newer ranges, the windposts and masonry support products, from customers for the first time.” Dave Bean National Sales Manager