ArcelorMittal Europe – Flat Products regularly joins forces with customers to create co-marketing opportunities. A recent event saw ArcelorMittal work together with Polish roofing specialist Regamet to promote organic coated steels to roofers. The goal was to increase sales. Results were very impressive with a 44 percent jump in sales of Regamet products made with Granite® steels.
Regamet is a leading manufacturer of steel products for standing seam and traditional tiled roofs. The company buys many products in the Granite® range including HDX, Deep Mat, and Quartz. From August 2019, Regamet also started to use the latest member of the family – Granite® Ultramat.
“We purchase ArcelorMittal’s Granite® range to produce seven types of steel roof tiles,” notes Wacław Tryba, owner of Regamet. “We also offer trapezoidal sheets in seven different patterns and two types of roof panels. And then there are the accessories such as ridge tiles, water management parts such as gutters and downpipes, and fixing systems.”
When Regamet had the idea to undertake a major marketing campaign, they contacted ArcelorMittal for help. “ArcelorMittal shared graphics and helped us to fine-tune the messages for our network,” explains Wacław Tryba.
That led to the development of posters and banners to promote the campaign at Regamet branches and other participating companies. E-mails were sent to almost a thousand roofers.
ArcelorMittal helped Regamet to develop a range of co-branded helmets, caps, t-shirts, and thermal vests. Roofers could buy these promotional items, as well as a banner with their own contact details, for just one Polish złoty when they placed an order for more than 100 square metres of Granite® roofing products.
This stunning tiled roof uses Granite® Deep Mat (D3009, oxide red)
The promotion also included a photo competition, with prizes for images of the most interesting roofs made with Granite®.
At the end of the campaign, Regamet presented tools to the winners of the photography contest during the company’s annual training day for roofers in Kraków. “The results of the campaign were very satisfactory,” says Wacław Tryba. “The roofers were eager to participate in the competition. 215 of them received clothes and gadgets or were awarded with tools. It has strengthened Regamet’s brand and increased awareness of ArcelorMittal’s roofing solutions amongst a key target group. The result? A 44 percent jump in orders for Granite® products.”
Winners of the photography competition receive their prizes at Regamet’s annual training day for roofers in Kraków
Would Regamet participate in a similar promotional event? “Absolutely,” says Wacław Tryba. “Further activities are already scheduled for the fourth quarter of 2019 and beyond.”
If you would like to undertake co-promotion activities with ArcelorMittal, contact your local client technical support (CTS) or account manager.
While Poland is the largest market for Regamet’s roofing solutions, the company’s products are also sold in Belarus, the Czech Republic, Germany, Slovakia, and Ukraine. “The steel is of high quality, it is easy to profile, and the colours are repeatable,” says Wacław Tryba. “The products we manufacture from these steels are highly valued by roofers and end-customers.”
Regamet benefits from the support and professional advice provided by ArcelorMittal during the technical testing of sheet samples. “We have tested individual steel parameters in ArcelorMittal’s specialist laboratory,” notes Wacław Tryba. “And when we are designing new steel roof-tile patterns, we factor in suggestions made by ArcelorMittal’s technical specialists, particularly those which relate to the technical parameters of the Granite® material.”
More info: www.regamet.com.pl
Regamet uses Granite® Deep Mat in D7024 (graphite grey) to recreate the look of traditional zinc standing seam roofs
Granite® steels are available in a wide range of finishes and colours
Copyright images: Regamet