In October this year Hardware Association Ireland (HAI) carried out an extensive survey of media and communications preferences within the sector. An email questionnaire was sent to 880 recipients and 74 completed surveys were returned. This is probably the largest survey of this kind ever undertaken in the hardware merchanting and building materials industry.
Both merchants and suppliers/manufacturers were surveyed.
The research uncovered a number of key insights and some surprises. Thankfully, for HAI, The Hardware Journal is the most significant channel in which to communicate within the sector. Please see chart below.
Other findings highlight the most and least impactful social media channels. It also found significant mismatches between what merchants want and are using and what suppliers are providing. This mismatch means waste – a waste of time and resources on channels that are not relevant, and not
performing. Communicating your message is crucial. In this environment where costs have risen, no one can afford to waste their marketing budget on channels that provide little impact and return.
On January 24th HAI will present the full results of the survey. On the day there will be a Masterclass in media focused on how to optimise both B2B and B2C channels.
Greg Fry, renowned communications expert and Rebecca Markey, a well-known thought-leader in B2B channels will each give a Masterclass on what is happening in communications and marketing and how best to get your message to existing and potential customers.
This Masterclass is free to all HAI members and will be held on the morning of Friday 24th January at Johnstown House Hotel in Enfield. Lunch with the board of HAI will also be provided. This is a must-attend for anyone with responsibility for marketing and advertising – whether you are a Hardware Store owner, a Builders Merchant, Supplier/Manufacturer or Corporate Partner. You need to be part of the conversation.
Further information available from Aoife Kinsella O’Reilly, aoife@hardwareassociation.ie or phone 01 2980969.
