Leading independent builders’ merchant MKM Buildings Supplies has won a top industry award for two innovative marketing initiatives that saw timber sales grow by nearly a quarter.
The company, headquartered on Stoneferry in Hull, was presented with the Marketing Initiative of the Year Award at the Timber Trade Journal Awards for its Serious about Timber campaign and MKM Indoors.
Paul Pennick, MKM’s timber product manager, was also shortlisted for the career development award at the award ceremony which took place at London’s Landmark Hotel this month. Paul’s passion for timber has been instrumental in the development of the category.
Rachel Waugh, marketing manager at MKM Building Supplies, said Serious about Timber was directed at present and lapsed customers who bought some timber products from MKM but not others.
MKM Indoors was a joint initiative carried out in conjunction with supplier XL Joinery and promoted the benefits of full timber doors and fittings.
Together the two initiatives led to 23 per cent growth in timber sales across the company.
Ms Waugh said: “Through gap analysis we found that customers bought some timber and joinery products from us but not others. So we implemented Serious about Timber to let them know how big our range of timber products was – everything including sheets, carcasses and joinery equipment. The campaign really paid dividends as we saw an increase in volume per customer and overall sales."
“With MKM Indoors we rolled out a number of in-branch offers and initiatives to demonstrate the quality and good value of timber doors, which are superior to other materials. The joinery category is fun to market as they look great and really improve the appearance of any home. Again the campaign was met by a positive response and led to a significant increase in sales.”
Ms Waugh added she was delighted the initiatives had been recognised by the industry.
“As a company we are really passionate about the timber category so having the opportunity to roll out these campaigns with supplier support has shown our customers we are Serious about Timber.
“For them to be so successful and win a prestigious award is just the icing on the cake.”