Leopard Co is a full-service marketing agency, powered by behavioural science. We’ve been working in the home and property space, and specifically the bathroom sector, for over a decade – crafting data-informed, integrated campaigns across paid, earned, shared and owned media.

We approach every client brief using something we call BxROAR, a framework that combines behavioural science with strategy to keep us focused on achieving our clients’ goals. It’s this unique approach that has helped us win awards for brands such as Bristan, Heritage Bathrooms, Wolseley UK and Snug Underfloor Heating.

Understanding the installer

For many bathroom manufacturers, we know how important it is to engage the installer at all stages of the purchasing journey. Whether fitting out a new bathroom or recommending products to a homeowner, the installer often holds the greatest influence over what brand ends up in the home.

But in a saturated market, how can brands cut through? Across our wealth of work in the bathroom space, we have made it our mission to understand what makes tradespeople tick, so we can harness smart behavioural science techniques to effectively reach and engage them.

Tried and tested BeSci techniques

We have identified a plethora of ‘power nudges’ that resonate with installers and can be used as part of an effective trade marketing strategy. Here are a few of our favourite science-backed techniques:

• Make it easy – installers are time-poor individuals and need to make quick, practical decisions between jobs. When information or buying feels effortless, they’re far more likely to engage and follow through – so brands should focus on making their product information clear, straightforward, and easy to act on.
• Social proof – tradespeople trust other tradespeople far more than they trust marketing. Harnessing influencers, showing real installs and sharing reviews leverages herd behaviour and makes an installer more likely to trust a brand everyone else is talking about.
• Loss aversion – people are more motivated to avoid a loss than to achieve a similar gain. So for tradespeople, a poor product choice or delayed job can mean lost time, reputation, and income. Framing your offer around what they stand to lose by not choosing your brand can create a stronger pull than simply promoting benefits.

There are far more clever nudges where that came from, but if you’d like to explore how you can turn the tap on for marketing success, then we would love to have a chat.

You can find out more about Leopard Co here or drop us an email at hello@leopardco.com.