Yorkshire Copper Tube is one of the world leaders in copper alloy products, supplying to multiple markets through merchants, plumbers and heating installers.
Since 2007, sales of copper piping have dramatically decreased as a result of the recession, fluctuations in raw material costs and the core domestic heating market opting for lower-cost plastic pipe alternative. Increasing sales from merchants was achievable only by connecting with end-users, plumbing and heating engineers – a notoriously difficult audience to reach.
Given how difficult it was to reach the target market, live events were used as a starting point for speaking directly with plumbers, as well as conducting online surveys and hosting focus groups. A comprehensive research campaign allowed us to discover fundamental information on prospects but also around ongoing threats to the copper market.