NBG, National Buying Group, Building strong brands

Social media lets builders merchants reach new audience

By Hollie Jones, account manager

Following its appointment by National Buying Group, the premier buying group for the builders merchant industry, Liquid had been working towards the annual conference in Liverpool.

The conference was NBG’s biggest to date and saw more than 600 partners, suppliers, press and guests arrive at ACC Liverpool for two days of celebration, networking and fundraising.

A team from Liquid attended the conference to host a group of trade journalists, facilitate interviews and introduce new initiatives for NBG.

With Liquid’s support, NBG became the first buying group in the industry to launch social media channels. Twitter and LinkedIn platforms were revealed during the first day of the conference and we managed a live Twitter feed, projected on a big screen and digital activity throughout the event.

In just two days, the channels gained a combined following of 835 people. Liquid’s hashtag #NBGConference was used 318 times and Twitter posts achieved an organic reach of nearly 40,000.

Liquid managed the schedules of journalists from four trade publications, ensuring they had time with senior NBG staff and partners.

To make sure as much of the conference was covered as possible, each journalist had a different schedule with different, exclusive interviews. This activity resulted in multiple pieces of coverage from each title immediately after the conference, which NBG had not previously achieved.