YOUR LOCAL BUILDERS’ MERCHANT
What We Did
Press & outdoor advertising
Web & digital design
As the recession within the building industry took full effect in 2007 MacNaughton Blair took the drastic step to completely cut their marketing budget. After a period of cuts all aimed at survival, company management recognised the limitations of a business strategy that couldn’t grow the business. Advantageously as part of the need to survive ethos the company had transformed its branches, product stock and its service mentality to entice a wider customer base that now included the public. Having until then managed a complicated brand presentation that maintained traditional ownership names but in an MB style they needed a consistent approach that unified the business under a stronger brand presentation and a strategy that better defined ‘what is a builder’s merchant?
Our designated contract team worked with an assembled client team to take them through our 12-step strategic exercise that resulted in a clearer picture of where the company was positioned, their equity in terms of brand recognition and the steps that needed taking to step out of recession and beyond the competition. Drawing inspiration from other retail sectors and new online businesses our strategy team encouraged the business leaders to redefine the business and represent this under a new MacBlair brand that is all about service. Exploring this further, revealed changing the staff approach was essential to making any design expenditure beneficial. The ‘Here to Help’ initiative was developed and presented to staff at purpose held events around branches. A comprehensive strategic plan has set the company apart locally and differentiated it as innovative within the larger Grafton Group.