Bedfordshire’s self-build company Potton is up for a staggering three national industry awards.
Potton will be attending the 18th Construction Marketing Awards (CMAs) at the Radisson Blu Portman Square in London on Thursday 30th November where its marketing team are finalists in three award categories – Best Use of Advertising, Best Use of Content Marketing, and Marketing Team of the Year.
The Potton marketing team, which consists of just Marketing Manager Fae Perkins and Marketing Executive Becky Cousins, has been extremely busy during 2017.
This year saw the 25th anniversary of the company’s show centre and Potton embarked on an advertising campaign that combined on and offline activities, including print and web display advertisements, and a video showcasing the Potton show homes and encouraging visitor footfall with the strapline ‘Isn’t it time you visited?’. The campaign resulted in an 11% rise in visitors and a 100% increase in the number visitors with a building plot, showing the campaign reached the target demographic.
The Best Use Of Content Marketing award shortlisting was in recognition of Potton’s glossy Build Beautiful magazine, a publication that came out of a decision Fae made to replace Potton’s ideas book and price guide literature pack, which costed the company more than £3.50 an item, with an easy to read content-led magazine that costs just under 25p a copy. The magazine talks to prospective customers providing useful information and now reaches an audience of 100,000 as opposed to 5,000.
Fae, who was also shortlisted in the Emerging Talent category for the CMAs back in 2014, said:
“It is always great to be shortlisted for an award but the CMAs are so competitive with so many big brands in the running, so I am especially proud.
“I can’t help but feel especially proud to be up for the Marketing Team of the Year award in particular. Entrants can be from a team between 2-50 so we are at the bottom end in terms of numbers with just Becky and I looking after all of the marketing activity for both Potton and its parent company Kingspan Timber Solutions. I genuinely feel that we, as a team, deserve this recognition as we both work so hard to achieve these results with just the two of us in terms of resources.”