IMA ups excitement on steel products

A key focus of the marketing strategies we put in place for clients is to create enthusiasm, desire and engagement around their products and services.

For some product categories, this is a relatively straightforward process, but in the business-to-business space, which is typically the realm of more commercial and industrial type brands, the task can be more challenging.

Often we’re assisting clients operating within the capital equipment and construction sectors, where services and goods are seen more as necessities or tools, rather than being emotional transactions.

IMA client, Lysaght Australia, is a great example of a commercial brand that’s seeking deeper customer interactions by investing in engagement initiatives with end users and influencers, in a bid to generate excitement and greater reach.

Lysaght is a local manufacturer of quality steel building products for roofing, walling, fencing and screening, rainwater goods, as well as patios, carports and similar structures. On the surface, the subject matter may sound dry, but with a huge range of material profiles and colour choices at buyers’ disposal, the Lysaght range is not only functional and durable, but ideal for making an architectural statement in domestic, commercial and industrial construction applications.

To showcase the appeal and versatility of its product line-up in 2018 Lysaght and IMA initiated the ‘Lysaght Inspirations Design Awards’ (LIDA), a competition open to Australian-based architects and design professionals, along with architectural and design students who are catered to in a separate category.

LIDA gives exposure to many innovative projects across Australia that incorporate LYSAGHT® steel building products, and with great prizes on offer, interest in the Awards has grown exponentially culminating in this year’s program. 2021 also sees the introduction of a new CUSTOM ORB® (a flagship product and the first that Lysaght manufactured in Australia) category, in recognition of Lysaght achieving 100 years as an Australian manufacturer.

IMA Chief Strategy Officer, Leo Kerema, said that the LIDA initiative had been a hugely effective strategy in helping to both increase the awareness of LYSAGHT® steel building products and recognising the people who use and design with the range.

“Seeing the manner in which talented architectural and design professionals as well as developing students are incorporating LYSAGHT® steel building products into their projects is both fascinating and inspiring,” Leo said.

“These people are often experimenting by combining several profiles and colours while also using materials in a variety of orientations – their creations interact differently depending on light conditions and the other building materials they’re paired with to great effect.

“So what perhaps in isolation is just seen as sheets of roofing or wall cladding, now come to life with much more interest and appeal.” To learn more about the 2021 Lysaght Innovations Design Awards, visit Lysaght Inspirations

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