JWPM Consulting
Case Study
Plumbing the Depths of a New Product Launch
When Zetco approached us, they had engineered a genuine step-change for kitchen plumbing: a chrome-plated, one-piece “Under-Sink Manifold” (available in 2-way and 3-way configurations) that replaces a tangle of tees, joiners and PTFE tape with a single isolation valve body.
The Zetco Under-Sink Manifold is a quick to install, reliable, and compact solution for servicing multiple water outlets under a sink - ranging from a filter tap, dishwasher, fridge ice-maker or instant hot water dispenser.
But even the most elegant plumbing innovation faces a classic hurdle: plumbers are famously conservative. They stick with proven fittings and may not try something new until they hear or see other plumbers (particularly market leaders) installing it.
When first launched the classic scepticism is “if it’s so good why isn’t everybody using it?”
Zetco’s three core challenges were therefore:
- Identifying and engaging the innovative edge of the plumbing market (the “innovators” in Diffusion of Innovation theory).
- Building sufficient awareness so that early adopters and, ultimately, the broader market, understood both the existence and the value proposition of the manifold.
- Distributors are reluctant to stock a product that isn’t yet in demand. Without distribution plumbers can’t try the product and demand can’t evolve.
We set out to address each in turn - combining marketing theory, targeted creative and close collaboration with both installers and distributors.
Understanding the Market Dynamics
Diffusion of Innovation in Plumbing
According to Rogers' Diffusion of Innovation framework, market adoption follows a bell curve:
- Innovators (≈2.5%) who actively seek out new tools.
- Early adopters (≈13.5%) who watch innovators and then follow suit.
- Early majority (≈34%) who wait for clear proof of benefit.
- Late majority and laggards who adopt only under pressure or necessity.
For a technical product like an isolation valve, reliability and standards compliance are nonnegotiable. Yet the tipping point---from "Why should I bother?" to "Everybody's using it"---only happens once innovators and early adopters visibly champion the product.
Successful new product launches are driven by focusing on those who are the first to understand how the product provides them with a commercial advantage and are willing to make the effort to trial and adopt it.
Plumbing Industry Structure
Australia's plumbing supply market is dominated by a handful of major distributors - primarily Reece and Tradelink - supported by regional players.
Most plumbers visit their local merchant multiple times per week, so in-store visibility is crucial.
Meanwhile, specification-by builders, project managers and plumbing engineers, drives high volume orders for multi-residential and commercial developments.
Defining the Value Proposition
Early in campaign development we distilled Zetco's manifold into three core benefits:
- Speed of Installation: One-piece design eliminates threaded or compression joint assembly---no tape, no leaks, no rework.
- Reliability & Safety: High-grade brass, dezincification resistance, blowout-proof stem and integrated non-return valves.
- Maintainability: Individual shutoff per outlet, enabling localized maintenance without disrupting other fixtures.
These attributes formed the pillars of every message across video, web copy and sales collateral.
Step 1: Engaging Innovators with Authentic Demonstrations
Objective: Spark interest among the ~2.5% of "plumbing pioneers" willing to trial new equipment.
- Real World Video Content: We enlisted Jack a real-life plumber, to showcase and install in a cramped under-sink cavity. Shot on location, Jack's demonstration highlighted the manifold's single-nut fastening and instant shutoff, using straightforward, jargon-light commentary.
- Targeted YouTube Pre-Roll: Running ads against plumbing tutorials and product reviews, we captured attention with a 15second "snap-in" teaser, then offered a full 2 minute deep dive.
- Niche Social Media Audiences: Facebook and LinkedIn campaigns zeroed in on trade-school graduates, plumbing apprentices and engagement groups.
By speaking the plumber's language---no suits, no scripts---we built credibility and generated the first wave of spec sheet downloads.
Step 2: Educating the Early Majority via a Content Hub
Objective: Provide both quick specs and deep technical detail to convert curious onlookers into testers.
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Dedicated Landing Page:
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"Quick Specs" infographic illustrating use cases and connection types at a glance.
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Expandable technical sections on pressure ratings, temperature range, materials/metallurgy, stemblowout tests, AS/NZS standard compliance, and compatibility tables.
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Downloadable resources: CAD files, installation diagrams and safety certificates.
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LongForm Copy: For specifiers and engineers, we wrote 400+ words explaining the product's R&D rationale, thirdparty lab results and fieldtrial outcomes.
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Clear CTAs ("Download Specs," "Request Sample," "Find a Distributor") guided each visitor toward the next step.
This dualtrack content---concise for timepoor tradies, comprehensive for detaildriven professionals---ensured no audience segment felt underserved.
Step 3: Activating Distribution Channels
Objective: Ensure manifolds were stocked and recommended by the market's gatekeepers.
- Distributors sell-in: Zetco's field sales team, armed with portable demo rigs and sample units, visited major plumbing branches for live product briefings.
- Coop Marketing Support: We designed an in store promotion featuring countertop display including a "play with it" product sample board so merchants could showcase the manifold alongside their core fittings.
- Pre-launch Demand Seeding: By timing plumber targeted ads to precede distributor engagement, we seeded customer inquiries at plumbing outlets asking specifically for Zetco manifolds by name.
This synchronized push---demand creation plus shelf presence---broke through the stocking reluctance common in high SKU technical product environments.
Step 4: Empowering Zetco's In-house Team
We worked closely with Zetco, who wanted to take campaign management in house---a trend we described in our blog on why industrial businesses are moving away from traditional agencies (read more).
JWPM front-ended the strategy development, guided creative production and delivered a comprehensive campaign toolkit. Once all assets, processes and measurement dashboards were in place, we transitioned the campaign to Zetco's digital marketing team, allowing them to tweak and refine performance as the initiative evolves.
Step 5: Measurement, Learning and Optimization
Over a 12week trial, we tracked:
- Video Engagement: 85% completion rate on the 2minute version (vs. 60% benchmark).
- Landing Page Behavior: Heat map insights led to a mobile redesign that boosted CTA clicks by 25%.
- Distributor Orders: Stock order volumes saw a measurable rise which continue to accelerate and a broadening range of participating branches.
These insights fed a content optimization cycle---testing and refining creative hooks, video lengths, ad placements and page layouts in near real time.
Zetco's in-house team has further improved campaign effectiveness using the launch creative through continued analytics and testing.
Outcomes & Key Takeaways
- Spec sheet downloads increased validating early adopter interest.
- Stock orders spiked securing broad availability.
- Installer testimonials sparked organic social shares, amplifying reach.
Lessons for Technical B2B Launches
- Align Channels to Adoption Curve: Tailor tactics for innovators, early majority and distribution partners.
- Balance Brevity with Depth: Quick info graphics plus expandable deep dives.
- Leverage Authenticity: Real tradespeople elevate credibility.
- Secure Shelf Presence: Demand generation succeeds only if product is easily obtainable.
- Optimize via Data: Continuous measurement keeps campaigns sharp.
Conclusion
Launching a specialized plumbing valve might not make consumer headlines---but the principles remain universal.