Should a building-materials brand advertise on TV?

Sometimes. Regional TV in the states where you have distribution makes homeowners ask for you by name, which helps paints, pipes, cement and electricals. National TV rarely pays back for a regional brand. If dealers and tradespeople aren't recommending you yet, fix that first.

How do we reach masons, plumbers and electricians?

In person and on WhatsApp, in their language. Use meets at dealer shops, on-site training with demonstrations and a reward scheme that pays on time. Short how-to videos in dealer groups keep the brand in mind. Our trade and channel marketing team runs these programmes.

Do architects respond to digital marketing for building materials?

Yes. They search for specifications, test data, drawings and project references, and remember brands that make them easy to find. Technical pages and downloads beat social posts. Search visibility for product and specification queries helps, and so does LinkedIn content.

How do we choose a marketing agency for a building materials brand?

We won't claim to be the best. Ask any agency, including us: Have you run mason, plumber or dealer programmes? Can you show building-material work? Do you measure dealer sell-out? Do the seniors you meet do the work? Ask for the names of the people who will run your account.

How much does building materials marketing cost?

It depends on scope, so we don't publish a price list. The drivers are states and dealer territories, programme size, media weight and languages. Media, printing and reward payouts are billed at actuals. A written quote follows within 2 working days of the first call.

How do we stop competing only on dealer margin?

Give buyers a reason that isn't price: a proven performance benefit, a warranty you stand behind, faster site support or better trade training. Say it the same way everywhere. Brands that only fund schemes train their dealers to sell on margin.

Can you measure what a dealer or mason programme returns?

Yes, if it is set up for it. We agree the measures before launch: enrolments, active members, and verified purchases or site uses. We then compare dealer sell-out in programme territories with the others, and count enquiries passed to dealers.

Do you work with B2B (business-to-business) building products such as ACP or steel?

Yes. Alumaze (aluminium composite panels) and PSPL (flat steel) are two B2B examples. Our work for both was aimed at fabricators, architects, builders and industrial buyers. For this kind of buyer we build specification pages, supplier packs and search visibility, and add dealer tools where the channel needs them.

Home Industries Building materials

Industry · Building materials

Building materialsmarketing agency

Architects specify and masons recommend. We plan for both, and for the dealer counter.

Get a free growth plan Who really decides

Updated 10 Oct 2026

/ 01 Building materials marketing

Who really picksthe brand on site?

The person who pays for building materials seldom picks the brand, because the mason or architect they trust does. PromotEdge is a building materials marketing agency.

We plan for cement, steel, pipes, tiles, paints, wiring and ACP (aluminium composite panel) brands. We plan brand advertising and the dealer and tradesperson programmes as one job, with digital backing both, so your brand gets asked for at the counter and recommended on site.

Five groups shape the choice. Architects and consultants specify. Builders and EPC contractors (firms that design and build whole projects) buy in bulk. Masons, plumbers, electricians, painters and fabricators recommend. Dealers stock and push. Homeowners pay.

The weight shifts by product. Cement and TMT bars (the steel rods inside concrete) lean on engineers, masons and dealers. Paints and tiles lean on retail and the homeowner. ACP and facade systems lean on architects. Switches, wires, fans and lights are sold through many of the same dealers; see electricals and appliances.

We look at your business first. Marketing comes second. Mainline advertising makes the brand familiar enough to ask for. On-ground programmes earn the recommendation. Digital lets specifiers check you out. Strategy splits the budget.

/ 02 What usually gets in the way

What gets in the wayand the way through.

“We spend crores on TV, but the mason still recommends the other brand.”

Balance TV and print with mason and dealer programmes, because the sale is often made at the counter. We measure dealer sell-out as well as reach.

This is mine

“Dealers only push whoever gives the best margin this month.”

Add customer pull to your schemes with local ads and counter branding, and pass enquiries to the dealer's shop. Schemes alone train dealers to sell on margin.

This is mine

“Architects never call us back.”

Give specifiers data: test reports, drawings, BIS (Bureau of Indian Standards) details and project references, easy to find and download. See our digital marketing for building materials.

This is mine

“We launched in a new state and nothing moved.”

Start small. Our go-to-market plan supports the first dealers, runs tradesperson meets in their territories, then adds regional media.

This is mine

/ 03 Proof

Who we haveworked with.

Taj Cement, Viva, Aludecor, Austin Plywood, Coburn Sliding System and Enduraplast are our clients in this trade. For Alumaze, a new aluminium-panel brand, we built the idea ("Space Shapers"), the identity and the social content aimed at architects, contractors and builders.

Brands in this trade we have worked with

“We have been working with PromotEdge for almost a year. We have engaged them to manage our Digital marketing campaigns and are impressed with the outcome. Within weeks, we had noticed an increase in performance and they continuously worked on adapting to a new strategy if required to get the maximum mileage for us based on our requirements. A big thank you to their team, and I would highly recommend them to anyone who is considering growing on their Digital Space.”

Shubham GadodiaDeputy Brand Manager, Shyam Metalics Group

See all 122 clients and what they say

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/ 04 Order to start

Start here,in this order.

Step	What we do	Why
1. Strategy	Decide which link in the chain to win first. Build a position beyond 'strength and durability'.	Every brand claims strength. A provable reason holds your price.
2. Mainline advertising	Regional TV and print, plus outdoor on dealer routes and PR (public relations) in trade press.	A known brand gives the mason less to argue about.
3. Digital	Technical pages for specifiers, SEO (search engine optimisation) and WhatsApp journeys that send enquiries to dealers.	Architects check specifications online first.
4. BTL (below the line)	Meets for masons, plumbers, electricians and dealers, plus loyalty programmes, counter branding and wall painting in smaller towns.	The recommendation is earned in person.

Monsoon and festival seasons vary by state, so set the calendar state by state.

See what the 1-page plan looks like

/ 05 Cost

What building-materials marketing costs

We don't publish a price list. Tradesperson and dealer programmes are usually budgeted per member or per dealer. Media and production are billed at actuals.

What affects the cost

Number of states and dealer territories
Size of the tradesperson programme and its reward budget
Regional TV and print weight, plus counter branding
Technical content, website and languages needed

How we quote

We talk about your brands and territories, and what masons and dealers say about you
We check your dealer network and current schemes
A written quote follows within 2 working days, with media and rewards on separate lines

What you get in the quote

States and dealer territories in the plan
The tradesperson programme, with member checks
Counter branding and wall painting
Media, printing and rewards at actuals

How it is billed

Way of working	When it fits
Monthly retainer	Strategy, digital, content and programme management; minimum 3 months, 30 days' notice to stop
Per-programme fee	A mason, plumber or dealer programme with set scope and reporting; timeline confirmed in the quote
At actuals	Media, reward payouts, printing and branding, shown line by line

Reward budgets are yours, paid out against verified purchases.

Every client and project is different. The cost depends on the effort it takes, so we price after the first call.

/ 06 Services

Services forbuilding materials.

Digital marketing for building brands

One plan across search, ads, social and WhatsApp for masons, dealers and builders, read on enquiries and orders.

SEO for specification searches

Pages that appear when buyers search a product, grade or standard.

Google

Lead generation for dealers

Steady enquiries from builders, contractors and home owners looking to buy, sent to your nearest dealer.

AI for building materials

AI drafts product sheets and replies to dealers, and a person decides every rate and delivery promise.

State-by-state market plan

Choose which link in the chain to win first, product by product.

Mason and dealer programmes

Schemes, rewards and claim checks that make masons ask for you.

All services for building materials (9)

Counter branding

Boards and racks graded by dealer, with a photo of every shop.

Wall painting in villages

Painted walls in smaller towns, where the trade carries the brand.

Trade meets and training

Skill meets at dealer shops, with live demos and certificates for masons.

Regional media and outdoor

TV and print in the states where you sell, and hoardings on dealer routes.

Packaging and anti-fake codes

Pack design with a code that helps buyers spot the genuine product.

Spec pages for architects

Test reports, drawings and BIS details to download, with a product finder.

Google Ads on repair terms

Search ads on repair and waterproofing terms, kept running through the monsoon.

Google AdsYouTube

WhatsApp for dealers and members

Journeys that send enquiries to dealers and update members at every claim.

Sell-out reports and member list

One member list with an owner for each claim, and monthly dealer sell-out.

Not sure whether to start with TV, the counter or the mason? Let's think it through together. Talk it through

/ 07 AI and automation

Where AI can help Building materialstoday.

Real business problems, from sales to back office, each with a plain AI fix. A person stays in charge of every step.

sales

Weaker exports push extra tiles into the home market, so price competition rises and prices fall. Every builder and dealer lead matters more.

The AI fix Keep builder and dealer leads in one list. AI drafts quote follow-ups, flags quiet quotes and ranks leads by size and chance of closing. Sales managers decide discounts.

Source: ICRA thematic report, September 2025

marketing

Architects often shape which tile, glass, paint or roofing a project uses, and they do it early. Makers must reach them in time.

The AI fix Keep an architect and project list. AI reads project listings and visit notes, suggests which architect to call next and drafts follow-ups. A sales executive does the visit.

Source: Biltrax Media (Biltrax Group, a construction-data company), January 2023

Book a 30-minute AI check

AI and automation systems WhatsApp automation Chatbots

These show what such tools do. Each card links its source. We do not claim a past project here.

/ 08 What's included

Building materials:segments and services

Cement

Engineers, masons and dealers first; rural and site-level reach.

Steel and TMT

Engineer and mason preference, BIS-correct claims and dealer pull.

Pipes and fittings

Plumber programmes, counter visibility and homeowner trust.

Tiles and sanitaryware

Showroom visibility, design content and the homeowner's final say.

Paints

Painter programmes, colour content and festive repaint season.

Aluminium and ACP

Architects and fabricators: specs, samples and project references.

Dealer and influencer programmes

Mason, plumber, electrician and dealer programmes that last.

Digital marketing

Spec pages, dealer locators and local-language video that sell at the counter.

What we believe

We know digital inside out, and we think like an Indian business.

Go deeper

More on this

The building materials market in depth

Market size and trend

The Ministry of Steel counts 170.15 million tonnes of crude steel made in 2025-26, up from 152.18 million tonnes the year before. The Cement Manufacturers' Association shows installed cement capacity of about 700 million tonnes in March 2025.

Rural housing adds demand. In August 2024 the Union Cabinet backed 2 crore more houses by March 2029 under PMAY-G, the rural housing scheme.

Source: Ministry of Steel, An Overview of Steel Sector, July 2026, table 2 (data from the Joint Plant Committee). Cement Manufacturers' Association, Cement Industry at a glance, as on March 2025. Press Information Bureau (PIB), note on PMAY-G, 11 August 2024

How buyers decide

Our view: a home builder asks the mason, the plumber or the architect first. Then he visits two dealers and compares price and stock. Many also watch videos on the phone. A brand drops out if the dealer does not stock it, if the mason shrugs, or if a fake pack makes the buyer doubt it.

What buyers expect

In their words, roughly: "Is it genuine? Will it last? Will the dealer deliver on time and give me credit?" Fewer say aloud that they want the mason treated well, a bill that shows the batch, and a brand that answers when a wall seeps.

How buyers here sell

Dealer-led: most products reach the site through a dealer and a mason's advice. Construction equipment faces the same dealer problem.

Bulk and project buyers: builders and contractors buy cement, steel and pipes on contract, as real estate developers do.

Specifier-led: ACP, facade systems and tiles lean on architects. Marketplaces: small buyers compare products on listing sites. Desi Machines is one, and it is a PromotEdge group company. See our business models guide.

Where it is heading, and AI today and next

The Union Budget 2026-27 plans ₹12.2 lakh crore of public capital spending, about 9% more than the year before. Roads, houses and factories built with it use cement, steel and pipes.

AI today can answer dealer enquiries, remind masons of their points and flag odd claims. Next, it may check scheme claims and spot fake codes. It cannot make a mason trust you: see our AI systems.

Source: Press Information Bureau (PIB), Union Budget FY 2026-27: Strengthening Capital Goods Sector, 3 February 2026

People, bodies and stories

Associations and bodies

BIS (Bureau of Indian Standards): the national standards body. It gives the licences behind the ISI mark.

BMTPC (Building Materials and Technology Promotion Council): works since 1990 on low-cost, energy-saving building materials.

CMA (Cement Manufacturers' Association): the apex body of the Indian cement industry.

CREDAI (Confederation of Real Estate Developers' Associations of India): the apex body of private developers, set up in 1999. Its members buy in bulk.

IGBC (Indian Green Building Council): part of CII, it gives green building ratings.

Source: Each body's own website, read 10 October 2026. BIS licence rule: BIS Product Certification FAQ, Q3

People who scaled the category

Ashok Kajaria is the founding chairman of Kajaria Ceramics. Its board profile says the company began as a small tile unit in 1988, and that he launched large format wall tiles in India.

Sandeep Engineer is founder, chairman and managing director of Astral. Its page calls him a first-generation entrepreneur who began as a project engineer at a pharma company.

Source: Kajaria Ceramics, Brief Profile of Board of Directors (PDF on kajariaceramics.com, undated), read 10 October 2026. Astral Limited, board of directors page, read 10 October 2026

A brand journey worth knowing: Asian Paints

Asian Paints says it began in 1942 as a partnership of four friends. In 1954 the cartoonist R. K. Laxman drew Gattu, a naughty boy with a paintbrush, and a naming contest drew about 47,000 entries.

In 2002 the company dropped Gattu for a more universal and premium look. Its campaigns are known for the line Har Ghar Kuch Kehta Hai, which means every home has something to say.

Source: Asian Paints, About us page, read 10 October 2026. ThePrint, 15 August 2020; Storyboard18, 29 September 2023

What you can do, and how we would deliver

What you can do, and what is not ours

Keep your BIS licence, test reports and warranty terms in one folder, and decide who checks mason and dealer claims.

Reward money and pay-outs are yours, paid against verified purchases. Test labs and certificates come from the bodies that issue them. We take the programme design, media, content and tracking.

How we would deliver, and why each step

We start with strategy: choose which link in the chain to win first and a reason beyond strength, because every brand claims strength. Then mainline advertising, because a known brand gives the mason less to argue about.

Then digital, because architects check specifications online first. We end with on-ground programmes, because the recommendation is earned in person.

Saurav Agarwal, our Founder and CEO, takes the strategy call, the business review and the budget logic. Shivanand Mishra, our Digital Marketing Lead, runs the SEO audits, the B2B lead generation and the reporting.

Dealer and influencer programmes

Here an influencer is the mason, plumber, painter or electrician whose advice decides the brand, not a social media creator (see influencer marketing). The mason picks cement and steel, the plumber pipes and the electrician wires. The one who recommends rarely pays, so each reward must follow a purchase they caused. Run claim checks with codes in packs or invoices. Under the Digital Personal Data Protection (DPDP) Rules, 2025, people can ask to see, correct or erase their data, and you must reply within 90 days. Rewards raise tax questions, so ask your adviser.

Source: Press Information Bureau (PIB), Ministry of Electronics and IT, press release on the DPDP Rules, 2025, 14 November 2025

Aluminium and ACP

Our view: dealers and fabricators sell aluminium composite panel (ACP) for shop fronts and building faces, and the architect often names the brand. One rule: the Bureau of Indian Standards (BIS) lists ACP, IS 17682:2021, under compulsory certification. Its latest aluminium products order is dated 13 March 2026. A maker needs a BIS licence before using the ISI mark, and a dealer can ask to see it. A sample board and trained fabricators work well. Smelting and fabrication are not ours.

Source: BIS, products under compulsory certification, IS 17682:2021, page updated 8 October 2026. BIS Act, 2016, section 13

Cement

Our view: cement goes from the plant to a stockist and then to a dealer. The mason or contractor picks the brand at the counter. The Cement Manufacturers' Association (CMA) puts installed capacity near 700 million tonnes a year, as on March 2025. One rule: every variety of cement made or sold in India falls under the Cement (Quality Control) Order, 2003. So a Bureau of Indian Standards (BIS) licence is the entry ticket. Mason meets and a dealer scheme with claim checks work well. Plants and trucks are not ours.

Source: CMA, home page, as on March 2025. BIS, products under compulsory certification, Cement (Quality Control) Order, 2003, page updated 8 October 2026

Paints

Our view: the painter and the dealer shape the choice at the shop. The homeowner picks the colour. One rule: the 2016 rules on lead in household and decorative paints ban making or selling paint with lead above 90 parts per million. The label must say the lead is within that limit. The rules apply from 1 November 2017. Painter loyalty schemes and shade cards work well. The plant and the testing lab are not ours.

Source: Regulation of Lead Contents in Household and Decorative Paints Rules, 2016 (G.S.R. 1030(E)), rule text as copied on Casemine. Central Pollution Control Board letter, 31 October 2017

Pipes and fittings

Our view: the plumber and the contractor choose pipes, and on big jobs the engineer writes the specification. Dealers stock what the plumber trusts. One rule: the Bureau of Indian Standards (BIS) compulsory list read on 8 October 2026 names ductile iron pipes and steel tubes, but not plastic pipes. Whatever the pipe, show the ISI mark only if you hold the licence. Plumber meets and a spec sheet for each size work well. The pipe plant and the testing are not ours.

Source: BIS, products under compulsory certification (ductile iron pipes IS 8329, steel tubes IS 1239), page updated 8 October 2026. BIS Act, 2016, section 13

Steel and TMT

Our view: TMT bars (thermo-mechanically treated steel bars for concrete) sell through dealers and big projects. Engineers ask for a test report for each batch. The Ministry of Steel shows crude steel output of 170.15 million tonnes in 2025-26. One rule: high strength deformed steel bars, IS 1786:2008, fall under the Steel and Steel Products (Quality Control) Order. So a maker needs a Bureau of Indian Standards (BIS) licence. Mason programmes and batch test reports work well. The mill and the price are not ours. Mills and traders can read steel and metals.

Source: Ministry of Steel, An Overview of Steel Sector, July 2026. BIS, products under compulsory certification, IS 1786:2008, page updated 8 October 2026

Tiles and sanitaryware

Our view: a homeowner picks tiles and bathroom ware with an architect or designer. A dealer showroom with a display wall closes the sale. One rule: IS 13712:2019, a standard of the Bureau of Indian Standards (BIS), covers ceramic tile types and marking. The BIS compulsory list read on 8 October 2026 does not name tiles or sanitaryware. So show the ISI mark only if you hold a licence. Showroom displays and designer meets work well. The kiln and the factory are not ours.

Source: BIS, Know Your Standards, IS 13712:2019. BIS, products under compulsory certification, page updated 8 October 2026

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/ 09 Worth knowing

Worthknowing.

Useful before you start. Open it when you need it.

Checklist, rules, AI for operations, global events (4)

Brand basics checklist

The basics

Logo and brand guidelinesOne set of logo files and a one-page guide to colours and fonts.
Domain and business emailyourname.com and name@yourname.com, not a free mail address.
A website that works on phonesFast, secure, with Call and WhatsApp buttons.
Google Business ProfileCorrect name, hours, photos and category.
WhatsApp BusinessCatalogue, quick replies and an away message.
Social media handlesThe same name on each platform you use.
Business cardsName, role, phone, email and website.
Letterhead and invoiceYour legal name, address and tax details, with your logo.
Company profile or brochureOne document you can send on WhatsApp.
SignageMatches your logo and your Google listing.
Photos and short videosReal work, real people, real premises.

For building materials

BIS and ISI marks, shown as heldA licence is compulsory for listed products (bis.gov.in). Show only what you hold.
Test certificates from an accredited labCurrent reports, one per product. NABL lists accredited labs (nabl-india.org).
Pack label with MRP and net quantityRetail packs show both (Legal Metrology Packaged Commodities Rules, 2011).
Dealer price list sheetOne sheet by product and pack size, with the date it applies from.
Project reference listSites, builders and architects who agreed in writing to be named.
Sample kitSmall samples with spec cards and a QR code, for architects and masons.

BIS marks, test claims and green words

One wrong mark can follow a brand for years.

BIS Act, 2016. Many products, such as cement and steel, need compulsory certification from the Bureau of Indian Standards (BIS). Show the ISI mark only where your licence covers it.

ASCI Code. The Advertising Standards Council of India (ASCI) Code wants test reports behind claims on strength, life or load. Compare the same grade, standard and size.

Green claims. The Central Consumer Protection Authority (CCPA) issued greenwashing guidelines in October 2024. Words like eco-friendly need specific proof.

Legal Metrology (Packaged Commodities) Rules, 2011. Packs must show the maximum retail price (MRP) and net quantity. Your ads must not contradict them.

Warranty and schemes. Under the Consumer Protection Act, 2019, state what a warranty covers, for how long and on what conditions. Publish scheme rules.

General guidance, not legal advice. Have legal and quality teams review every claim.

AI for the back office

supply chain

For cement makers, moving the product to dealers and sites is one of the biggest costs, so every empty or badly planned trip matters.

The AI fix A dispatch tool uses order data, distances and truck or rail availability to suggest loads and routes and flags empty return trips. The logistics head approves the plan.

Source: Indian Cement Review (analysis by Procyon Mukherjee), January 2023

finance

Cement plants burn petcoke and diesel, and their prices follow world oil. When fuel costs climb faster than the bag price, profit per bag shrinks.

Orlando, USAUsually April. Next: 6 to 9 April 2027.

Pick education sessions that suit your trade, use the mobile app to plan your days, and meet tile and stone suppliers.

Organiser’s site

Is the mason or the dealer the part that worries you? Tell us your states, and we'll tell you where we'd start. Tell us your states

New DelhiUsually March. Next: 12 to 13 March 2027.

Browse the exhibitor directory first, attend a short course, and meet raw material and equipment suppliers along the coatings chain.

Organiser’s site

Dates change. Check the organiser's site before you plan.

/ 11 Learn from the leaders

What we can learn from the leadersin Building materials.

Well-known Indian brands, each with one plain lesson for an owner in your line of work. Names only, as public examples.

Fevicol (Pidilite)

Speak to the person who uses your product every day, such as the carpenter or mason, and not only to the shop.

What they did According to the Fevicol website, the Parekh brothers began in 1954 and created Fevicol in 1959. They promoted it directly to carpenters, not retail stores, to build early adoption.

Source: Fevicol website (company statement), undated

UltraTech Cement

Help the individual home builder with a step-by-step guide and a cost calculator. Be useful before they are ready to buy.

What they did UltraTech's site lists seven home-building stages, from planning to moving in, and offers a cost calculator and a store locator. It also warns that fraudsters use its name and logo.

Source: UltraTech Cement website, undated

Asian Paints

Invite your customers to help name something of yours, such as a mascot. A simple contest can draw many entries.

What they did R. K. Laxman designed the Asian Paints mascot Gattu, conceived in 1954. A 'Give Me A Name' contest with a Rs 500 prize drew around 47,000 entries.

Source: ThePrint, 2020

Astral

Add nearby product lines once your first line is steady, so your business does not depend on one product.

What they did Astral's website says it grew from piping into adhesives, paints, sanitaryware, faucets and plastic tanks. It credits acquisitions for this move.

Source: Astral Ltd website (CFO profile), undated

Kajaria Ceramics

Pay attention to how your product is displayed in the shop. A clear display helps buyers compare and choose.

What they did In its own board profile, Kajaria says founder Ashok Kajaria helped launch large format wall tiles in India and change how tiles are shown and marketed.

Source: Kajaria Ceramics board profile (company's own description), undated

Century Plyboards

Put your promise in writing as a warranty, and say plainly what it covers and for how long.

What they did Century Ply's About page says its Total Cover warranty reimburses the full cost of furniture damage for the first 10 years, for manufacturing-related plywood defects.

Source: Century Plyboards website (company statement), undated

Berger Paints

Give buyers simple online tools, such as a cost calculator, to help them plan before they buy.

What they did Berger's website menu lists a colour catalogue, a cost calculator, a visualiser and painting service booking. It also has pages for painters and dealers to join.

Source: Berger Paints website, undated

These brands are not clients of ours and we use no logos. Each card links its source.

Want a second pair of eyes on your test claims and BIS wording? Send them over and we'll read them with you. Send on WhatsApp

/ 12 What happens next

What happensafter you ask.

For projects we think we can help, this is how it goes.

01
A strategist calls you
In one working day: a 30-minute call with one of our strategists about your business and what is not working.
02
You get a 1-page plan
A short, honest plan: what to fix first and what we would do. It is free.
03
A quote, if you want one
If you want to go ahead, we send a quote within 2 working days.

We confirm the timeline in the quote. Contracts start at 3 months, with 30 days' notice to stop.

Brands and people are named only as public examples. They are not PromotEdge clients or endorsers unless stated.

Keep exploring

Related pages.

The expertise that fits your business, and the places we work.

Building materials

01Digital marketing for building materials

Services that bring the leads

Related industries

For cement, steel, pipe, paint and panel brands

Tell us what's not working.We'll show you where the counter sales are.

Get a free growth plan Call us WhatsApp us

Straight answers.

Sometimes. Regional TV in the states where you have distribution makes homeowners ask for you by name, which helps paints, pipes, cement and electricals. National TV rarely pays back for a regional brand. If dealers and tradespeople aren't recommending you yet, fix that first.
In person and on WhatsApp, in their language. Use meets at dealer shops, on-site training with demonstrations and a reward scheme that pays on time. Short how-to videos in dealer groups keep the brand in mind. Our trade and channel marketing team runs these programmes.
Yes. They search for specifications, test data, drawings and project references, and remember brands that make them easy to find. Technical pages and downloads beat social posts. Search visibility for product and specification queries helps, and so does LinkedIn content.
We won't claim to be the best. Ask any agency, including us: Have you run mason, plumber or dealer programmes? Can you show building-material work? Do you measure dealer sell-out? Do the seniors you meet do the work? Ask for the names of the people who will run your account.
It depends on scope, so we don't publish a price list. The drivers are states and dealer territories, programme size, media weight and languages. Media, printing and reward payouts are billed at actuals. A written quote follows within 2 working days of the first call.
Give buyers a reason that isn't price: a proven performance benefit, a warranty you stand behind, faster site support or better trade training. Say it the same way everywhere. Brands that only fund schemes train their dealers to sell on margin.
Yes, if it is set up for it. We agree the measures before launch: enrolments, active members, and verified purchases or site uses. We then compare dealer sell-out in programme territories with the others, and count enquiries passed to dealers.
Yes. Alumaze (aluminium composite panels) and PSPL (flat steel) are two B2B examples. Our work for both was aimed at fabricators, architects, builders and industrial buyers. For this kind of buyer we build specification pages, supplier packs and search visibility, and add dealer tools where the channel needs them.