ARALDITE ENJOYS DIY SUCCESS

The brand, famous for its 'original and best' reputation in two-part epoxies, has now established a broader range of both product and packaging, as the UK market for 'make' and 'fix' applications continues to hold up well. In 2013 the business added new 'grab', 'super' and 'crystal' (clear) adhesives to its range, together with cyanoacrylate Super Glue in gel and liquid formulations. Marketing for the product range is controlled in Basel, Switzerland at the European 'hub' of brand owner Huntsman Advanced Materials. Jean-Luc Pieau, DIY marketing & sales manager, says growth in the UK business has been helped by identifying strong niche markets for the brand. "We undertook some market segmentation studies through our UK agency", he commented, "and noted the high cross-over usage of adhesives in areas such as camping, motoring, gardening, caravanning and hobbycraft. We have run a number of successful promotions out to these groups using email, web and social media, working alongside PR directed at a series of relevant sector titles. For example, members of the Camping and Caravanning Club were invited to enter a competition for a boxed kit, containing the 24ml Araldite standard syringe, a pack of one-shot 3g Araldite Fusion, clear fast-setting Araldite Crystal in 2 x 15ml size pack and Araldite Repair Putty which will fix pipes, metal frames, bodywork and other substantial tasks. The range of products was selected by our technical experts to cope with virtually any adhesive and filling application likely to be encountered whilst out and about in car or caravan. It proved highly popular." Araldite's sector approach has utilised the fundamentals of 'show and tell' communications, often featuring step-by-step guides to making and mending jobs, including the importance of correct preparation. For example, repairing a concrete garden feature with Araldite Standard. "What consumers want from an adhesive is pretty simple'" added Pieau, "They want a good result so preparing the surfaces to be bonded is important. Of course, choosing the right product for the job is vital too." To help in the process Araldite features a product selector on its website which offers consumers a choice of product types and finishes when they answer questions on a range of variables such as materials to be joined, inside or outside application, gap-filing properties, and colour." The business is keen to stress, however, that many of its stockists will be able to discuss and recommend the right adhesive for any given task if customers prefer the personal touch, and continues to emphasise the importance of its distribution network in achieving double-digit growth in 2014.