Marketing for building products manufacturers
For manufacturers whose revenue is decided in the drawing, by engineers, certifiers and installers who never appear on an invoice.
Where the money moves.
Specification is the sale, and it happens two or three years before an invoice. An engineer writes the product into a drawing, a certifier accepts the evidence behind it, and an installer either finds the detail straightforward or swaps it on site at eleven in the morning. Spend that only addresses the buyer standing at a trade counter misses all three of those decisions. We work the chain end to end: the technical content that gets you written in, the evidence that gets you accepted, and the installation material that keeps you there when the site is under pressure.
A specifier's question is narrow and unforgiving. Which standard, which test, which report number, which laboratory. Datasheets, NATA-endorsed test reports, certification, warranty terms, CAD details and a current Revit family belong in one place a specifier can reach in under a minute, on pages that search engines and AI answers can read properly. Most manufacturers already hold every piece of this. It sits across a shared drive in five versions, and the version a specifier finds through a search is three years old and superseded.
Products are substituted at shop drawing stage, not at specification. Someone proposes an equivalent, the value engineering meeting gives it ten minutes, and the decision goes to whoever made the comparison easiest to make. A page stating your performance against each criterion in the specification, with the test evidence sitting beside it, and a named technical contact a project engineer can reach that afternoon, is what holds the specification through that meeting. It is a content problem with a commercial number attached.
Installers decide whether you get specified a second time. A short video showing the fixing sequence in real site conditions, a one-page guide that survives being folded into a pocket, and a phone number answered on a Tuesday afternoon are worth more than a brochure that photographs well. Distributor and merchant partners will run your material when it arrives ready to use, so we build the co-marketing pack rather than asking a branch manager to make one. Reporting follows specification enquiries and sample requests through to order, and every account and asset stays registered to you.
What we run.
The specification pack
Datasheets, NATA-endorsed test reports, certification, warranty terms, CAD details and Revit families in one current place, versioned and downloadable without a form wall. A specifier who cannot find evidence in a minute writes something else into the drawing.
Engineer-facing content
Written for the person drafting the detail: load tables, fixing conditions, tolerances, corrosion protection, and exactly where your product sits against the standard being cited. Technical enough that one engineer forwards it to another without a covering note.
Installer material
Short videos filmed on a real site showing the fixing sequence, plus a one-page guide that survives a wet slab and a pocket. Installers who find the product straightforward are the reason it gets specified again on the next job.
Distributor and merchant co-marketing
Point-of-sale, counter material, product photography and campaign assets built ready for your channel to run, instead of a request that they produce their own. Branch staff sell what they have material for and can explain in thirty seconds.
Search on the code and the question
Product pages that rank on the code an engineer types and the compliance question a certifier asks, structured so AI answers quote your evidence. This is where a substitution decision often gets made quietly, without anyone ringing you.
Questions we get asked.
Because a distributor sells what has already been specified. The engineer, certifier and installer decide which product name reaches the order, often years earlier. Selling only to the channel means arriving at the end of a decision you were absent from, with price as the remaining argument. Both audiences get material; the specification work is what protects margin.
Yes, with a defined check. We draft from your existing test reports, standards references and one interview per product family, then your technical manager reviews every claim before publication. No performance claim or standard reference goes out without sign-off. The cost to your team is a review pass rather than authorship.
By sending demand into the channel instead of around it. Specification content and product pages route enquiries to a stockist finder and to your technical contact, samples are logged and attributed, and merchant partners receive co-marketing material carrying their name. The programme makes their counter easier to sell from.
Sample requests, technical enquiries and specification downloads are the leading indicators, and they are what we report against early. Specified projects convert on their own construction timeline, which the drawing set decides rather than the campaign. Reporting keeps the two separate so a specification programme is never judged against a single month's sales figure.
Talk to us.
9 services under one team, run against the numbers your business already reports on.
Contact the Ignis Team
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