How Jewson tapped into a younger market and revitalised its print offering

Summary

Marketing agency Tangerine’s Bricks or Banter (BOB) email and magazine campaign for Jewson has launched the brand as a publisher – giving them a unique tone of voice in the industry to engage existing and new customers. The company’s print magazine has a circulation of 20,000 and an email open rate which outstrips the industry average. The campaign uses audience insight to engage target customers with relevant and entertaining content, available when and where they want it to build engagement with the trade.

About Jewson and Tangerine

Jewson is a leading UK builders’ merchant with branches from the Scottish Isles to Penzance. The first branch opened in 1836 and since then Jewson has been providing tradespeople with the tools and materials they need day-in and day-out.

PR, digital and social media agency Tangerine is employee-owned and strives to be better at what it does for its clients and each other. It devises insight-led strategic campaigns which create stand out among key audiences and ultimately deliver against business and marketing objectives.

Strategy

Jewson is an established name in the construction industry and recognised by most tradespeople. However, maintaining its market share in an increasingly competitive market is a challenge, so increasing engagement with customers is essential. The construction industry as a whole has been impacted by a turbulent period of economic uncertainty. From a chronic skills shortage to increasingly demanding tenders and, ultimately, tighter profit margins.

As a result, Jewson’s core builder audience is changing and brand loyalty is no longer guaranteed. Grabbing the attention of audiences is more important than ever, so Jewson needed to ensure its messages were not only relevant to the state of the industry but also resonated with customer needs.