Case Studies

BGC Girls Site Tours

Promoting the BGC Tradeworks sub-contractor relationship program

March / April 2002

The Capital Group has developed a sub-contractor trade relationship program on behalf of BGC, one of WA"s largest construction and home building companies.

As part of the program, a bi-monthly newsletter has been created, and mailed to all members. It offers an estimated 4000 sub-contracting businesses various benefits including relevant information, discounts, deals, and special offers. Editorial content is being provided by Kevin Bloody Wilson, Adrian Barich, Surprise Chef Aristos and others.

In addition, there are regular site visi ts by the BGC Girls, a specialised promotional team developed and coordinated by Capital, designed to raise awareness of the Tradeworks program. In an eyecatching navy blue Toyota Hilux 4WD sourced specifically for this promotion, they distribute the newslwtter and encourage tradesmen to sign on for the program. This enables them to continue to receive the newlsterr while updating BGC"s data system. They carry free food and drink giveaways, as well as the latest issue of the newsletter.

The first two weeks of the tours have been a great success. Over 350 registration forms have so far been received by subbies keen to receive the next issue of Tradeworks.

The girls have received very positive feedback with many subbies giving input into other features which could included in the next edition. Because of Capitals dealings with the subbies at a grass roots level, we have been given an insight into their feelings on BGC. These include areas that need improvement, and support for areas which are currently handled well.

To date the BGC merchandise and the product sourced by Capital and provided by several sponsors such as iced coffee from Peters & Brownes has been received exceptionally well.

Capital are also investigating the possibility of conducting some of the site visits in conjunction with a high profile radio station and their promotional vehicles.

With such positive feedback it can be expected that over the coming weeks that the BGC Girls and subsequently the Tradeworks newsletter will start to develop a following with subbies and that the next edition will be strongly anticipated.

“Congratulations, excellent job, most informative and worthwhile. Keep up the good work.”

Frank Marshall, Managing Director, Troubleshooters Available

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