Checkatrade asked for our help to boost memberships. They wanted to target trade prospects in specific postcodes where there is a lot of demand for work, but few local trades competing for it. We had access to live, localised and targeted data to prove that there are valuable work opportunities available.

Our unique Behavioural Science Toolkit found that trades are motivated by two drivers, a desire to succeed by getting ahead of the competition and a fear of missing out on work. To make the most of this insight, we developed two different creative approaches for this ‘supply and demand’ campaign.

To build on the first insight we wanted tradespeople to know that their skills are needed in their local area and that by being a Checkatrade member, they would win more of this work than their competition. By focusing on their skills we also leveraged the pride tradespeople have in their work and of their reputation.

The second approach plays on the tradespeople’s fear of loss. There is often little certainty in their work pipeline, in fact, it is a worry that it could dry up at any point. Therefore it makes sense to use a reliable market-leading source of work, like Checkatrade. Likewise, if you’re not being seen by homeowners with potential work, you’re going to be missing out on work that could be yours.

Checkatrade has several channels to reach prospective members, including DM, email, SMS and outbound calling. So alongside the team at Checkatrade, we devised a multi-touchpoint journey over 11 days, using all four channels to maximise response and conversion. The journey was designed to build around the weekly rhythms of a trade’s working life, to remain fresh throughout, while building the message over time. And we also varied the emphasis by making best use of each touchpoint’s strengths.