The British Association of Landscape Industries (BALI) is set to launch two major sales campaigns this autumn targeting both public and trade through a series of traditional and digital marketing channels.
For the first time in BALI’s 45-year history, the leading UK trade association for landscape professionals will be launching its inaugural public sales campaign, utilising both digital and traditional methods of marketing, which is proudly sponsored by BALI Registered Affiliate member Gabriel Ash.
Gabriel Ash confirmed their support for the public campaign, which launches on 1 November, in a deal that will see the luxury UK greenhouse manufacturer and supplier promote their prestigious, award-winning product ranges alongside BALI to over 1 million ABC1 status customers across the country.
The campaign aims to raise awareness of BALI as a landscaping brand directly with families and couples with higher disposable income, empty nesters and multiple property owners, as well as to generate new enquiries for Registered members who offer quality products and services to the public, including landscape design, build and supply, with over 70% of BALI’s Registered Contractor members offering a domestic service.
BALI has secured prime advertising space, both online and off, with several leading household brands, including Mumsnet, Gardens Illustrated and House and Garden, and will be utilising an array of digital advertising platforms such as Facebook and Google AdWords to help promote the association and its ‘Registered’ brand.
The campaign will run until 31 March 2018 and will promote Gabriel Ash and other supporting Registered members through a dedicated campaign landing page, built specifically to penetrate new markets and generate new business growth opportunities.
Di Limam, Managing Director of Gabriel Ash, commented on the sponsorship deal: “Gabriel Ash are delighted to be working alongside BALI on their inaugural public sales campaign. As a direct selling organisation, it is a great opportunity for Gabriel Ash to sponsor the BALI public campaign and promote our award-winning RHS endorsed products to over 1 million potential customers.”
BALI is also launching a second campaign on 1 November, targeting prospective member landscape contractors, suppliers and garden designers, through a series of highly targeted remarketing advertisements and by offering high value incentives. The association is delighted to reveal that the campaign is sponsored by BALI Registered Affiliate member Westminster Stone Company.
John Clifford, Managing Director of Westminster Stone, commented on the sponsorship deal: “We are proud to sponsor BALI’s trade campaign, as importers, manufacturers & retailers of the most innovative paving and flooring ranges in the UK, this is an opportunity to offer BALI members our extensive product ranges plus an array of benefits under our Approved Contractor scheme.”
BALI hopes that the trade campaign, which promotes the value and benefits of joining the association and features a prize draw to win a £1,000 holiday voucher, will help convert prospective members who have previously shown an interest in BALI into full Registered members. Any organisation or garden designer who joins BALI between 1 November 2017 and 31 March 2018 will automatically be entered into the prize draw.
BALI’s trade campaign will reach a total circulation of 800,000 individuals through a series of digital and traditional marketing products and advertisements. There has never been a better time to join BALI and, with over 100,000 people employed through BALI’s membership network, it’s a great way of making new connections with landscape contractors, garden designers and suppliers.
BALI’s Chief Executive, Wayne Grills, commented on the campaigns: ‘’It is an incredibly exciting time for the association and its Registered members as we prepare to embark on a new chapter for BALI this autumn. Not only are we delivering brand new advertising campaigns, which form part of our five-year marketing strategy, to help grow the association and provide new enquiries for existing Registered members, but we are also raising awareness of BALI and our values as the leading trade body for landscape professionals operating both in commercial and domestic arenas amongst members of the public, digitally, for the very first time.
‘’My team has worked hard to deliver two very different campaigns that will formally kick-start our journey to promote our brand to the public on a national scale and welcome new members who decide to join the BALI family. We have a long way to go but I am confident that we have the right tools, the right people and the right members on board to help us deliver our goal.’’
BALI has chosen to work with digital marketing specialist and Google Premier Partner Adtrak, who have previously worked with the association on membership products and services. Adtrak, who recently celebrated 20 years in business, also have significant experience in website design, SEO, PPC and social media.
In an example of successful pan-European collaboration, an...
Charcon, the commercial hard landscaping division of Aggregate...