Manchester’s The Behaviours Agency has been appointed by Checkatrade, the UK’s leading trade directory, to provide strategic and creative services to the Portsmouth-based business.
The agency’s first brief involved getting unconverted trade prospects to sign up to Checkatrade using live, localised, targeted data to prove there are valuable work opportunities available to the trades.
Checkatrade chose TBA because its behaviour-led approach was ideally suited to unlocking the potential of the audience data.
The agency developed a two-pronged strategy which would appeal to the trade’s key motivational drivers: Status (the desire to beat the competition to more jobs), and security (the fear of missing out on jobs in their area).
A multi-touchpoint customer journey was developed, which ensured key channels (DM, email and SMS and phone calls) were used at appropriate intervals, and with appropriate messages, to optimise engagement and response.
The campaign went live in March, and TBA already reports an appetite to evolve the campaign approach to other areas of the Checkatrade business.
Sue Benson, managing director of The Behaviours Agency said: “We’re so happy that Checkatrade came to us to help with this challenge. It’s ideally suited to how we use the understanding of audiences’ behaviour to get to strategic and creative solutions that make a genuine commercial difference to our clients.”
Natalie Thomas, trade acquisition marketing director at Checkatrade, added: “We were really impressed with how the team at The Behaviours Agency got to grips with this challenge. It was refreshing to work with an agency that really understood the trade’s motivations and used them to create two campaign ideas that have made the entire business take notice. We’re excited to see the campaign play out in full.”
