The brief
Persimmon's key requirement is to drive footfall to their developments the length and breadth of the UK. Each development has its own unique marketing challenges and our brief has been to identify the best ways to connect with the appropriate home-buying audience. Another key task has been to encourage traffic to Persimmon's website. Prospective buyers now expect to be able to get the information they want when they want it, and we work hard to ensure the online customer journey is both satisfying and engaging.
The approach
The organisational structure of Persimmon into 24 regional autonomous subsidiaries means that a large team of Account Managers is required to attend regular marketing meetings throughout the country, focusing on attracting buyers to over 400 developments across England, Scotland and Wales.
Historically, local press advertising formed the backbone of the traffic generation to sites with approximately 350 different advertisements being produced every week. This required a high degree of organisation, co-ordination and effective management as well as creative flair.
Promotional support is tailored to each development, often involving tactics such as door drops, mailings, events, radio, as well as essential print collateral and on-site material.
Online activity is also a significant part of Persimmon's marketing programme, and our involvement has stretched across web design and build, pay per click campaigns and emailers.
Our ability to integrate online and offline marketing strategies, and keep Persimmon's brand 'look and feel', consistent, fresh and impactful across all channels, requires careful management and constant attention to detail. We combine the right people with the right processes, to do exactly that.