The Windmill Extrusions was formed just over 20 years ago and has grown rapidly to become one of the UK's leading manufacturers of a diverse range of point - of - sale related products for the retail market. It is now part of the publicly quoted Direct Message Group of companies, which offers a whole range of extrusions, fabrications, trims and finishes. Recently the company restructured into five specialist divisions and one of these divisions, Windmill Flooring Products, has its sights set firmly on the contract flooring market.

After careful research into the essential ancillary products demanded by today's professional flooring contractors, the company designed and developed a new range of aluminium and PVC stair nosings in a wide choice of profiles and finishes, plus capping strips, diminishing strips and flexible edge trims. Windmill Flooring were confident that this latest range was comprehensive, high quality and affordable, giving their customers every advantage in a very competitive market place. And it was available ahead of schedule.

By the way, we don't have any photography

Now that the new range was ready, it needed to be announced fast and The Creative Department proposed the use of a product card to get the information across initially. Advertising and press relations support could follow once there were tangible case studies to hang a campaign on.

But for now, there was no time to waste and, with the range being new to the market, no application photography available either. Product shots could be used of course, but they simply don't get the benefits across effectively.

To overcome this, we sourced an image of a person climbing a staircase which is patently not finished to a suitable standard and added the headline - 'Would this staircase not work better with the firm edge of a Windmill stair nosing?'
- the clear implication being that things could be improved significantly by using the new accessories from Windmill.

On the back of the card were a number of multi - choice tick boxes, each relating to specific technical information about the solutions available, along with the opportunity to request the new general brochure.

And it worked…

The product card was extremely cost - effective in generating a significant number of enquiries for the new range and did an excellent job in 'softening' the market in readiness for the main campaign thrust to follow.

If you need to make things happen - fast and effectively

Contact Lucy Garrett lucy@creative-department.com and let's get up to speed

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