Marlux

Marlux is more than just tiles and paving stones. It’s a service, a complete solution for your garden. This message needed to be conveyed to Marlux’s three target audiences: garden contractors, building suppliers, and consumers. So, a mix of B2B and B2C communication was required.

We chose to define an overarching strategy and storyline for all target groups, with a corresponding multi-year marketing plan and a recognizable look-and-feel.

Through different tactics and messaging in function of each target group, we can reach them easily, and also further down the funnel we edit them with talkable content tailored to them.

For example, Marlux is committed to creating something new for garden contractors every year. We therefore launched The Club by Marlux, an online community platform for and by garden contractors.

With this community we want to recognize and stimulate the loyalty of the members, and at the same time it offers Marlux the opportunity to receive direct feedback from professionals. This way they can lift each other to a higher level.

Members of The Club by Marlux can also earn points that give them access to additional benefits and promotions. For example, they can take a photography course to optimally portray their projects and thus convince potential clients more easily. We also organized a member event and introduced the Marlux Assistance Team that takes care of and supports garden contractors.

For building traders, sales and margins are important. Therefore, we provide sample racks and product innovations, as well as awareness and traffic campaigns that quickly and easily direct consumers to their nearest dealer.

We also developed a future-proof website that we can keep adding new applications to. Not only does it optimally meet the needs of the various target groups, but we also simplified time-consuming tasks in the back office.