10 things you should know when marketing to Electrical Contractors in 2024…

1. 86% Professional Electricians are aged between 41-60+ years, with only 5% aged between 18-30 years.

2. 68% are small businesses (1-3 employees).

3. 50% visit a wholesaler at least once a week, 15% visit daily.

4. 38% belong to the NICEIC, 21% to NAPIT, but 33% do not belong to any trade association.

5. Type of work undertaken: 82% Lighting, 75% Circuit Protection,  79% Test & Inspection, 68% Rewiring and 60% Cable Management.

6. 45% said they undertake Smart Home Installation (up from 36% ’22) and 50% say that they are interested in reading about Smart Home Technology.

7. Where they find information about products: 88% Trade Magazines, 43.0% Manufacturers websites/internet, 34% say Wholesale Counter Staff

8. Where they look for technical advice: 72% Trade Magazines/Websites, 65% Trade Bodies, 56%General Internet Search and 21% Wholesale Counter Staff. NEW Electrical Forum Groups/Social Media 46%

9. Use of Internet for business: 89.% Technical Information, 85% Product Information, 74% Purchasing Products, 55% Industry News.

10. 59% regularly use YouTube, 53% Facebook, 28% LinkedIn and 22% Twitter. 31% Instagram, 13% don’t use social media

Source: Readership survey 2023 (607) conducted by Hamerville Publishing Ltd:

How does this help with the development of future product launch campaigns for manufacturers of electrical products?

The customer base is still relatively mature – think OLD DOGS! This can be advantageous for older well-established brands needing to retain a loyal customer base – keep existing customer sold!

Younger brands need to work harder to become ‘challenger’ brands, creating a more persuasive proposition to encourage customers to switch – No Offer, No Sale!

Wondering where to allocate your marketing budget? Here are some clear and concise recommendations:

Online: Boost your online brand presence. With 89% of technical information, 85% of product details, and 75% of purchases happening online, a strong digital presence is key to campaign success.

Boost your digital brand by creating ‘how-to’ videos, and by ensuring your information can be easily found on sites regularly used by contractors for quick access to product and technical details. Don’t miss out!

In-Branch: Target walk-in customers. Despite the ‘everyone’s gone digital’ talk, a visit to a wholesaler remains a routine part of the workweek. With 50% of contractors visiting once a week and 15% daily, allocate a part of your budget to point-of-sale promotions to capture this ‘No Offer, No Sale!’ audience.

Trade Magazines: Leverage trade magazines. 88% of contractors use them for product info, and 72% for technical advice. These magazines are free at trade counters and industry shows, with leading publications reaching up to 65,000 readers. How you present the brand is as important as what you say! Consider raising awareness with display ads and demonstrating product leadership through engaging articles.

Check out our campaign work for Hamilton Decorative Wiring Accessories, FuseBox Circuit Protection, and Hamilton Wireless Audio.

Trade Shows: When manufacturers dig deeper, they often find their customer base is local. That’s why trade roadshows pack a powerful punch for making meaningful connections.

Contractors often make time for local shows during their workdays. This allows them to stay updated on new products, enjoy a mandatory bacon butty, and take advantage of special deals on tools and equipment.

Furthermore, these shows offer manufacturers invaluable chances to collect feedback on their products/services and stay ahead of emerging industry trends.

Deciding the ideal media mix for maximum stand-out and engagement varies from case to case. A strong creative idea, if not seen in the right media, will deliver disappointing results – and it’s going to be costly. With over 30+ years’ of campaign planning experience, we’ve learnt what works and what doesn’t. Consider us your safety net. Reach out if you need some help!

Copyright OTW 2024: Steve Dyer