Real Deals For You
Toolbank is a leading wholesale distributor of hand and power tools, selling through a network of independent retailers in the UK and Ireland. We have been working with them for well over a decade now to project manage their B2B Christmas campaign, ‘Real Deals for You’ – which is one of the largest in the industry. Each year we deliver an integrated marketing service to their network of independent retailers, enabling stockists to maximise their sales during the festive season – as well as running year-round promotional activity via the Real Deals for You social media channels and website.
The Real Deals for You Campaign is optional for retailers and includes carefully-selected products and offers, many of which are exclusive or new to market. As such, our role is twofold – firstly to attract the stockists so that they sign up for the promotion, and then to support them with marketing tools, to help them sell more of the promotional products to their customers. Over the last 10 years we have developed this campaign as a brand in its own right, to build awareness, loyalty and trust – adding new features and support tools each year, as the marketing world has developed and changed.
Every year this project involves developing a new and eye-catching theme, to use as the core visual identity for the Real Deals for You campaign. For 2019 this theme is ‘Magic’ and we have created a range of graphic illustrations which showcase the promotional products in the context of top hats, magic wands and so on. This is all supported with the strapline ‘Where Magic is Made!’ and a focus on ‘Spellbinding Brands’.
Once the creative concept has been agreed, we go on to create a full suite of marketing tools – to encourage retailers to sign up for the promotion, and then help them sell the products to their consumers. This starts with a two week product shoot designed around the creative concept, in order to build a full image library which then supports all of the other materials. These include in-store POS materials such as 20-page promotional leaflets, price tickets, A4 and A2 posters, weatherproof banners, freestanding displays, counter mats, cut case stickers, till wobblers and shelf strips. We also provide a set of advert templates which the retailers can use as a base for additional advertising and promotion.
In addition to these more traditional materials, which have always been part of the campaign, over the years we have also added a suite of digital tools to the promotion – including animated turning page consumer leaflets, email signatures and HTML email templates. More recently we have included online and social media tools as well, such as banner images for retailers’ own websites, Facebook and Twitter cover graphics, display and Facebook adverts and social media posts. The aim is to drive traffic to the www.realdealsforyou.com website – which we also developed – where consumers can review the products available and see details of their local stockist.
As part of our work for Toolbank, we also manage the Real Deals for You social media presence throughout the year, maintaining an ongoing content calendar based upon their marketing plan, which we then supplement with more immediate activity – looking for trends and online conversations with retailers and key influencers, to maximise impressions and engagement.
While our expertise in creative design and production is vital to the success of this campaign, it’s important to note that it also required meticulous project management at every stage. This is something which Toolbank has come to rely on in order to ensure that the campaign is not only profitable, but also stress free from their perspective. Another way which we look to improve social media engagement is by running a series of digital competitions – one of this year’s being a ‘Magic Hat’ post which entrants have to share to be in with a chance of winning a prize from the Real Deals for You Christmas promotion.
“May I take this opportunity to thank all of the Shine team for helping us deliver another successful Real Deals for You campaign for Toolbank […] Having worked with Shine for many years on several different projects, we work with you as close collaborative colleagues, rather than as a supplier. We really do value your input and opinions when discussing how best to develop each initiative, even though we don’t always agree. But we think it’s extremely positive to air different viewpoints, and we undoubtedly benefit from Shine’s knowledge and expertise.”
Simon Bicknell – Marketing Development Director, Toolbank