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PR & Social / Sika Sarnafil - PR

PR & Social / Sika Sarnafil - PR

Client:

Sika Sarnafil

Sector:

Construction

Brief:

Sika Sarnafil is one of the UK’s leading flat roof membrane manufacturers. As part of a campaign designed to educate specifiers and contractors about considerations relating to flat roof refurbishment, Fabrick recommended that Sika Sarnafil produce a webinar on the topic.

The Solution:

To provide direct engagement with customers, Fabrick recommended the company deliver a webinar – an online technical presentation format that enables delegates to listen to a presentation via their PC or tablet and submit questions.

The webinar offered an efficient way to engage with Sika Sarnafil’s audience and generate tangible enquiries. Fabrick worked with Building magazine to create the format for the webinar using their digital media skills to deliver a seamless online event.

The event saw presentations from three other industry professionals – project managers and building surveyors Pellings, main contractor Willmott Dixon and specialist roofing contractor Delomac Roofing – along with Sika Sarnafil.

Looking at different elements of flat roofing refurbishment from design considerations to legislative issues and misconceptions, the webinar provided delegates with a highly informative technical briefing in just one hour. At the end of the event, a question and answer session was hosted by a journalist from Building.

Fabrick and Building jointly promoted the event using social media and email marketing. A total of 678 delegates registered for the event with 365 attending live for the duration. A total of 41 questions were posted during the event by delegates. A further 164 of delegates watched the webinar on demand over the following 7 days.

Post-event, Sika Sarnafil followed up the technical questions that were posted by the delegates. Data for all delegates was also provided to Sika Sarnafil for subsequent follow up.

The Results:

  • A highly effective way of directly engaging with hundreds of delegates
  • An impressive 54% live attendance rate with a further 164 watching on demand within a matter of days
  • An innovative approach to media planning looking at ways of engaging with customers rather than talking at them via advertising
  • Innovative format provided Sika Sarnafil with a platform for debating a topic in a non-sales format

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