POP Scoops Construction Marketing Award for Excellence in Digital Sales Tool Development

“This is what life after brochures looks like. What an excellent sales tool.”

“Really well researched and planned, the solution totally engaged with a complex customer base and did what it said on the tin. The best entry by a country mile for me.”

Just some of the judges’ comments from the Construction Marketing Awards 2021 when evaluating POP’s winning entry for the Best Application of Marketing Technology.

Interactive digital sales enablement tools are fast becoming an essential part of a successful sales team’s toolkit and Bristol-based POP are demonstrating they are firmly establishing themselves as a leader in the field.

The digital sales tool, featuring interactive content, was developed for Wienerberger UK, a global leader in brick and infrastructure solutions, to engage their sales team, WOW their customers and encourage a more conversational based sales approach.

“The experience takes our customers on a journey of discovery based on their requirements, so that we can work with them to solve their problems and fully demonstrate our products and solutions in context and with impact.

“Crucially the sales tool has helped us to reduce the time taken to provide our customers with all the information they need to fulfil their specification, from up to a week to literally minutes. It’s been a massive step change, which is demonstrated by our increased market share.” said Dan Cheung, Marketing Manager, Wienerberger.

Wienerberger has an extensive product portfolio to meet the ever-growing needs of their broad customer base, ranging from large multi-national merchants, architects and developers to smaller local builders.

They had been digitally transforming the wider business for some time and approached POP to create a customer-centred digital sales experience that supported their transformation strategy.

They wanted to move away from lifeless and static product focused printed sales materials and presentations, towards a more dynamic digital experience, incorporating the very latest interactive technologies to support a more consultative approach between their sales teams and customers, to expediate buying decisions and maximise on sales opportunities.

Wienerberger now have an immensely powerful customer centric digital sales experience incorporating video, 3D modelling, high resolution imagery, BIM compliant technical information and specification PDFs, bringing Wienerberger’s products and solutions to life, in a way that hadn’t been done before to create a remarkable omnichannel buying experience for their customers.

The customer centric digital sales experience has been instrumental in:

• Increasing customer engagement
• Broadening conversations around products and solutions
• Giving the sales team confidence
• Helping sales teams move away from linear one-way sales presentations
• Giving them the ability to access all the content they need instantly, with our partner platform Showpad
• Shortening their sales cycle
• Increasing market share significantly
• Providing measurable data to input into future sales and marketing strategy
• Differentiating Wienerberger from the competition to give them a strong competitive edge.

Damjan Haylor, MD of POPcomms said: “We are thrilled to be recognised by the Construction Marketing Awards, a renowned showcase of excellence in creative, innovative and highly effective marketing. It has been hugely satisfying to develop a sales tool for Wienerberger which has had such a marked effect on their sales team and processes, helping to drive an increase in customer engagement, understanding and revenue.”

Take a look at our featured projects from our portfolio to see how our sales enablement tools marry creativity, technology and visual storytelling to help sales teams have more meaningful customer centred conversations and win more deals. If you’d like to see POP in action, take a look for yourself…