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Ironmongery Direct launches second TV campaign

The online and mail order supplier of ironmongery products to the trade has its eyes firmly on its multi-channel offering, testing new markets with its second national TV campaign and launching a mobile website for tradesmen on-the-go.

Bosses say it's all part of the "constant evolution" of the company, which particularly focuses on the follow-up to the original TV campaign aired last November.

"After an analysis of the campaign we saw an increase in attributed leads by 63% within 30 minutes of spot transmission. This indicated that consumers were responding and from this decided to move ahead with a second campaign," said Stuart Wilson, Ironmongery Direct's head of marketing.

The second campaign launched on June 1 and will run until June 14 on Discovery Shed, Discovery Turbo and Sky Sports 1, 2, 3, 4 and Sky Sports News. The new channels were included following a detailed analysis of results from the last campaign.

Mr Wilson added: "DRTV proved to be a viable recruitment channel for us. Through further optimisation, we expect to see better results and are looking forward to welcoming the new customers from this campaign."

The 30 second DRTV ad, created in conjunction with MostlyMedia and produced by PangaeaTV, features a tradesman talking about his favourite tools of the trade that includes the Ironmongery Direct catalogue which he classes as an equally important tool.

Expanding to accommodate the supplier's growing popularity was also the reasoning behind the new mobile site. After seeing traffic from mobile devices grow by 600% between January 2011 and January 2012, Ironmongery Direct took the decision to expand the way in which ordering was made possible.

Managing director Wayne Lysaght-Mason said: "As a company, Ironmongery Direct is constantly evolving to meet our customers' needs and we recognised the growth opportunity in this channel. The mobile website will add greater accessibility for tradesmen who are on site or on the road."

The new mobile site is compatible with most Smartphone operating systems including iPhone, Android and Blackberry. Anyone visiting the website will be automatically redirected for ease of access.

The site has been designed to take on particular characteristics different to conventional websites resulting in faster loading times and making them more user-friendly. With this in mind, the Ironmongery Direct mobile website has been specifically designed to engage with customers, with an easy to browse and a clear layout.

Source : DIY Week

07 June 2012
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