Meeting Danny Lucas for the first time the CEO of S Lucas Limited you are immediately struck by his energy but even more so his highest level of expectation when it comes to quality of delivery. Danny will only be the best, nothing else will do.

Built for Marketing are very different from a marketing agency, we are “Marketing Strategy Consultants” and it was for that reason Danny Lucas came to us, he wanted a clear and deliverable strategy for his then concept product the Lucas ProTool - ProFinish. Our work started with getting the product itself from a designer concept to at fully manufactured product, packaged and suitably marketed to the aforementioned highest of standards.

The product launch itself was born out of our continued strategy throughout the ProFinish development of engagement. Engagement with self-proclaimed “brush enthusiasts”, painter and decorator bloggers with the use of social media and sample testing. Involving students from various colleges in testing and input in the product. The strategic approach we took from the beginning created a passion, a feeling of ownership and belonging to a family. It was from this standing point that we built the framework for the launch. You were part of it, you were invited.

The Lucas ProFinish launched at an exclusive and lavish event held at the McLaren Technology Centre. With a very reputable attendee list made up of industry leaders and other VIPS, the guests were witness to the formal reveal of a product worthy of being hosted under the McLaren banner, as neither Lucas nor Built for Marketing would not settle for anything less than a spectacular launch for this fantastic design.

We describe the brush as “The ProFinish is an advanced, ergonomically designed British-made brush that comes in a boxed set along with a ProGuard and ProComb that keep the brush safe and clean, making it capable of lasting a lifetime.”

The event opened with an enthusiastic speech from British designer and co-founder of Red or Dead, Wayne Hemmingway who gave his support for the ProFinish as it embodied “the best of British design and innovation”. Following the speech, guests were then given a tour of the McLaren Tech Centre, a unique privilege even for the VIPs!

Response to the event was HUGELY positive and we enjoyed the benefits that a successful launch brings after months and months of hard work. As a CMA judge commented “Good research and collaboration at the development stages ensured the product met market demand. This is a textbook example of a well-executed launch event that gained good results”.

Built for Marketing and Lucas ProTools won the prestigious Best Product Launch in the Construction Marketing Awards 2015!

The ProFinish paint brush, has also won an “honourable mention” at the Red Dot Awards Product Design 2015 and now appears in Red Dot’s Design Yearbook and in its museums in Germany and Singapore.

To see the full marketing journey behind the launch and BFM’s continued relationship with Lucas ProTools and the now famous ProFinish, Watch the video below:

 

By: Jules Quested-Williams, Director, Built for Marketing