Project Description

Client: BMF (Builders Merchants Federation)

Having successfully repositioned the BMF’s brand strategy with ‘Building Excellence’, CMDi was asked to implement and action key priorities within it including the need to deepen engagement with their growing membership base.

For years, the Builders Merchant’s Federation (BMF) has been the backbone of the building materials supply industry offering unrivalled support to builders’ merchants and related services across the UK. But although their membership numbers were growing, engagement in their services simply wasn’t high enough.

Recognising the need for specialist strategic advice, the BMF turned to CMDi. We identified the need for a ‘deep segmentation’ strategy that would accurately identify priority member types, map their drivers and barriers then structure, develop and deploy specific communications to build or deepen engagement with the organisation.

A key element of our strategy was to link everything to the new CRM system, to ensure member type profiles were applied to each member, and dashboards for recording engagement patterns were built in way that could be easily managed by Regional Managers at the frontline.

Rigorous research was used to match each different member type with the appropriate bundle of support services, wherever they may be on their journey to excellence with the BMF. Our segmentation strategy, now in deployment stages, are the culmination of realising the BMF’s vision of ‘Building excellence in materials supply’ as developed by CMDi in 2018.

To deepen engagement with the organisation’s member base, transforming value and uptake of its services, and maximising high retention levels.
Member research and profiling • Deep segmentation strategy • CRM segmentation application • Communication strategy • Member type communication collateral • Results tracking
Engagement among the first two key audiences – Plumbing & Heating merchants and low / no-engagement members – is being tested following deployment of the new communications. Three other key membership groups will be engaged later this year, after learnings from the first two pilots are applied.
CMDi’s segmentation strategy has made BMF member communications more personalised and relevant by addressing the unique needs of each targeted member group with exactly the right solutions to support their journey to ‘excellence’.

John Newcomb, CEO, BMF

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