Trojan Baths
Elevating Brand Awareness & Market Positioning
As one of Europe’s largest acrylic bath and shower tray manufacturers, Trojan has been leading innovation in bathroom solutions since 1975. With a strong reputation in the trade sector, Trojan wanted to strengthen its brand positioning, grow its digital presence and engage a wider audience, including suppliers, distributors and OEMs.
The Brief.
Our brief was to provide a fresh perspective and recommendations for marketing activity to help address Trojan’s current trading trend and to counter the growth of European competitor operations.
As we delved deeper into the project we quickly realised that before any marketing activity was undertaken, we needed to establish a clear and concise brand hierarchy, consolidate Trojan’s position in the sector and develop a revitalised proposition, reminding existing and past customers why Trojan is their partner of choice.
We also needed to raise the quality and relevance of marketing collateral to a B2B audience whilst optimising the tactical channels used in execution.
The Research.
We began with the in-depth Fantastic Media INSIGHT process, which included competitor benchmarking, audience analysis and industry research. The findings revealed an opportunity to capitalise on Trojan’s unrivalled experience, British heritage, wide product range and manufacturing processes to differentiate them in a highly competitive market. The research also identified key messaging opportunities to resonate with trade professionals.
With plans to grow their presence in the Middle Eastern market we also looked at how to target this audience, and which channels were most suitable to achieve cut-through.
The Big Idea.
We repositioned Trojan as an industry leader that exceeds expectations, delivering more for clients through innovation, guidance and service excellence.
Our strategy centred around the fact that Trojan is a trade driven business supplying the UK marketplace. We reinforced the brand’s 50-year trading heritage, highlighting its sector expertise, established, varied and high-quality product range and British manufacturing and customer support.
In a nutshell, Trojan is more than just a manufacturer. With Trojan, you experience more.
The Activity
With a redefined brand hierarchy, refreshed brand identity and new website we activated a comprehensive integrated marketing strategy to tell the Trojan story. This included a mix of digital content, direct marketing, and strategic PR efforts to enhance brand visibility and strengthen relationships with key stakeholders.
- A Brand-New Website: Improved user experience and more detailed product information to better communicate Trojan’s offerings and manufacturing strengths.
- Social Media & Content Marketing: Developed and implemented a consistent content plan across LinkedIn and other channels, showcasing Trojan’s expertise, product innovations, and behind-the-scenes manufacturing insights.
- PR & Industry Engagement: Secured media coverage and industry features to highlight Trojan’s standing in the sector and reinforce credibility.
- Direct Marketing Campaign: Developed a personalised video and direct mail campaign featuring Trojan’s MD, targeting key merchant partners to strengthen relationships and increase engagement and up-sells.
- Digital Presence: A strategic paid advertising campaign to focus on precise audience targeting, engaging ad formats and clear calls to action across UK and UAE audiences.
“We’re at the start of our relationship with Fantastic and can only see exciting times ahead. The insight and strategic direction have been invaluable in helping us to increase our brand awareness across multiple channels and I’m looking forward to seeing what we can achieve together.”
David Mosley, Managing Director of Trojan Baths
“We found Trojan in a position that many businesses find themselves in. It’s a fabulous organisation but over time the positioning and visual representation of the brand had become very cluttered, unwieldy and a little lost. Whilst our original brief was to look at tactical marketing activity, we quickly realised that the only way to do a proper job was to first tidy up and add laser focus to their brand. The team at Trojan were incredibly receptive to this approach and it gave us a solid platform from which to activate an integrated plan of promotional activities. This was a great example of how the INSIGHT process adds real value to a business as it invariably delivers what is needed and not necessarily what is simply wanted.”
Gary Pattison – Director of Strategy and Insight
