'When it comes to the crunch' wins best integrated campaign for FMB

The FMB is the largest building trade association in the UK, protecting builders against bureaucratic action and promoting them as specialist trades people. It also provides support to help its members manage business aspects such as preparing quotations and sourcing materials.

Challenge
Bad press about 'cowboy' builders, coupled with the fact many new or emerging contractors were struggling to make a mark, meant that the FMB seemed to have hit a customer acquisition threshold at 13,000 members. Research also revealed members found some of its services hard to pinpoint, and felt that the FMB is too easy to join.

As its target audience is typically on-site and therefore hard to reach, IAS decided that a fully integrated campaign was the solution.

Solution
A campaign was devised to target jobbing builders - particularly those working in commercial and residential sectors with a turnover of less than £10 million. Sixteen key regions were focussed on, clustered into five main regions for communication purposes. Data profiling, sourcing, matching and merging exercises resulted in a prospect database of 15,000 contacts.