Industry
Windows, doors, and facades
Challenge
The RAL Quality Assurance Association for Windows, Facades, and Front Doors wanted a conceptual foundation for its advertising presence with a clear strategic focus and practical implementation.
Results
Equipped with a high-profile corporate identity, the RAL Quality Assurance Association is now in a position to market itself successfully and target end customers accurately. Online marketing campaigns on Google and Pinterest have increased awareness of the Quality Assurance Association. This has contributed to the establishment of the RAL quality mark for windows, facades, and front doors.
The Quality Association
In 1925, German industry and the government decided to standardize and more clearly define technical delivery conditions. Specific quality requirements for products and services were established and compliance with these requirements was monitored. To this end, the "Reich Committee for Delivery Conditions" was established, or RAL for short. The RAL Quality Assurance Association for Windows, Facades, and Front Doors guarantees special product and service quality with its quality mark for windows, doors, facades, and their installation.The Challenge: Creating Quality Awareness
When the Quality Association for Windows, Facades, and Front Doors approached Blackbit, a challenging task awaited them—one with a lot of potential. This was because there were no advertising materials in place: no clearly defined brand essence, no claims or slogans that communicated the quality standards of the Quality Association or the practical measures taken to ensure exceptional quality.
The Initial Situation: Lack of Brand Awareness
End consumers lacked information about how the quality products and services of manufacturers bearing the RAL quality mark differed from supposedly cheaper competing products from Germany and abroad.
The Solution: Give RAL a Face and Build Trust
In the first step, Blackbit laid the conceptual foundation: Blackbit translated what are strict controls, tight specifications, and high standards for producers and service providers into a promise for consumers.
A strong brand identity and a concise, understandable description of what it stands for and what it does make the RAL quality mark a tangible and relevant factor for end consumers.
Implementation: A Promise Must Be Heard
In order to publicize the quality promise, Blackbit defined the target group and selected the appropriate channels for the RAL Quality Association's message. Blackbit then identified a broad but carefully selected target group for social media channels and divided it into interest groups. Based on these target group criteria, online marketing campaigns were set up to accurately deliver the content created for the RAL quality mark to the end devices of potential customers.
The Result: Quality Promises in Online Marketing
An authentic brand message and campaign goals focused on brand awareness and traffic helped to strengthen the consumer brand in the long term. With a cleverly allocated budget and carefully selected topics and keywords, Blackbit's SEM team succeeded in precisely targeting interested parties and successfully establishing the quality promise of the RAL quality mark as a brand among end consumers.
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