For Jewson, engaging a younger demographic of builders is a key element of growing and maintaining its business.
Traditional trade media is now competing with the instant nature of social media and digital marketing, so a content-based approach was an obvious choice.
So we created BOB. Standing for Bricks or Banter.
BOB gives customers a refreshing mix of lifestyle pieces alongside technical information, advice and product deals as a monthly email newsletter and a twice yearly print magazine available in branch.
The content is designed to be shareable across Jewson’s social media channels and blog to maximize its reach and relevance.
BOB is constantly updated based on insights and evaluation, and in 2017 it underwent a complete redesign with updated Jewson branding and further optimization for mobile.
- Print distribution increased from 3,000 for the first issue, to 20,000
- Average 2018 email open rate 1% above average for construction editorial and industry mailers
- Average dwell time of over 40 seconds on linked blog content
- Contributed to more than 60k social media engagements in 2018