Athena Surfaces, a leading specialist in kitchen worktops, has been operating for over ten years. With a focus on high quality materials, exceptional service, and the ability to deliver at scale, Athena aimed to establish itself as the go-to supplier for housebuilders. Unlike competitors who primarily focussed their work regionally, Athena identified a gap in the market: offering housebuilders a volume based, national solution for templating, fabricating and installing kitchen worktops across their entire stock.
Getting housebuilders to notice Athena
Adam Miles, Managing Director of Athena Surfaces, recognised the need to build brand awareness among housebuilders to achieve his company’s ambitious growth goals. While Athena had the infrastructure to deliver at scale, the challenge was ensuring that key decision-makers in the housebuilding sector knew and trusted their brand.
A multi-channel strategy with Show House
A recommendation from a major housebuilder led Adam to connect with Show House, the leading media brand for housebuilding professionals. They advised that if Athena were to “advertise in just one place, it should be Show House”. After exploring tailored advertising and sponsorship opportunities, Athena embarked on a multi-channel brand awareness campaign with Show House. The company became a sponsor of the WhatHouse? Awards for five consecutive years, aligning itself with one of the most prestigious events in the housebuilding industry and a key networking opportunity for housebuilders and suppliers.
In addition to the awards sponsorship, Athena invested in print advertising in Show House magazine, ensuring its brand was consistently visible. Editorial coverage further amplified Athena’s brand story, highlighting its unique offering and expertise and to reinforce its industry leadership, Athena also sponsored an annual work surfaces supplement, demonstrating its ongoing commitment to the housebuilding sector.
A recognised name in housebuilding
Athena Surfaces’ partnership with Show House has delivered tangible results in brand awareness and market penetration. Today, 90% of Athena’s business comes from housebuilders, a testament to its growing reputation in the industry. Athena now supplies worktops to four of the top ten housebuilders in the UK, including Bellway, Persimmon and Bloor, and serves seven out of 20 Taylor Wimpey regions, solidifying its presence within major housebuilders. Most importantly, Athena has achieved its goal of becoming a recognised name among housebuilders, with decision-makers now familiar with the brand before they even receive a call from the sales team.
Awareness that drives business
Athena Surfaces credits its increased brand awareness to its partnership with Show House. By strategically leveraging sponsorships, print advertising and editorial opportunities, Athena has successfully positioned itself as the leading worktop supplier for housebuilders. As Adam Miles puts it, “We are known more than we were, which we put down to being in Show House.”
If you’re looking to get your brand infront of the UK’s top housebuilders, download our media pack here or speak to our team today: sales@showhouse.co.uk
