The Federation of Master Builders is the UK’s leading building trade association, with over 60 years’ in the industry and a membership base of 13,000. At a time when everyone is tightening their purse strings, and new member acquisitions had stagnated they needed to tell everyone about the benefits of being with the FMB.
At the time of the campaign planning process, the credit crunch
was topical but had yet to seriously hit the industry. The campaign
focused on the predicted economic downturn facing UK builders. Key
imagery and messaging had to tackle the issue head on, positioning
the value of the services as vital to help builders thrive during a
downturn. 'When it comes to the crunch FMB members are better off'
showed that FMB members are better able to deal with the
make-or-break, crunch moments and build a more successful business.
However, it also alluded to the potential for economic downturn and
the financial benefits of FMB membership. This was rolled out
across sales promotion, trade advertising, banner advertising,
direct marketing, PPC, roadshows and a website. Results show that
FMB have 900 new membership leads, a conversion rate of 50% (20%
more than previous rates), and 1 year membership fees of £351,000,
that's a 3.1 ROI, not taking into account fees from future
years.