Part of the Wienerberger group, Maincor designs and supplies complete plumbing, heating and underfloor heating systems for domestic and commercial applications that focus on efficiency, reliability and ease of installation.
The Challenge
Building visibility with installers in a competitive market
In the lead up to InstallerSHOW, Maincor were looking for PR support to help raise awareness of its MLCP press fittings with the installer community. In a crowded marketplace where quality is often sacrificed for cost, Maincor’s brand reputation would help reinforce superior product quality and position it as a product range installers can trust.
As the industry’s biggest trade show, attracting visitors to Maincor’s stand was also important, helping to encourage discussion with the sales team and support lead generation.
Our Solution
Integration that helped build awareness and engagement
Developing a series of key messages as a starting point helped to ensure consistency across press office activity. A show preview news release was supported by a series of in-depth features which further reinforced Maincor’s expertise and strengthened its position as a trusted voice about product quality and reliability within the sector.
A social media audit helped to streamline Maincor’s social channels and provided insight into the type of content that would get the most reach and engagement before, during and after the show.
To help drive footfall to the stand, we created the Mainpress Grip Challenge where a hand-held device was used to test grip strength. The results were displayed on a leaderboard, with a daily winner as well as an overall champion receiving prizes. This also provided extensive and engaging social content shared in real time during the show, that helped bring the activity to life, sparked conversation and supported community building both in person and online.
Following the success of the project, we’ve continued to create social media content. Not only has this helped with further raising brand awareness of the MLCP range, but activity has been broadened across Maincor’s complete product portfolio to provide support across the business.
The Results
- 4 pieces of pre-show news coverage in key trade titles
- 4 features secured to position Maincor as thought leaders
- 212,164 people reached
- Social engagement increased significantly across key channels, including +449% growth on LinkedIn and +100% on Instagram
”Working with Target provided clarity and focus ahead of InstallerSHOW. This meant we could showcase our MLCP range to a priority audience and help them understand why it should be their product of choice. The combination of press office activity, social media and show support helped to reinforce our key messages across different channels, strengthened our position as a trusted industry voice and resulted in some brilliant engagement on our stand.”
John GittensManaging Director at Maincor