Belinka Belles does not conduct any marketing or advertising campaign without prior research to determine market characteristics, how the market responds to its activities and what it expects in the future. Through different forms of direct marketing Belinka Belles is continually in touch with dealers and end consumers. The company works with external research institutes to perform more complex research projects from the quantitative and qualitative aspects.
At the heart of the messages that Belinka Belles conveys to its customers, both present and potential, in its advertising campaigns for wood coatings are wood, its precious quality and sensitivity as well as the principle that it needs to be treated carefully, protected and nurtured in a way that is environment-friendly. The basic message is incorporated in the slogan we have been using for many a years: "My relation to wood", supported by the promotional slogan "Green is wise" and – the most refined and therefore the most efficient slogan of all – "Wood is beautiful".
In 2002 Belinka Belles collaborated with the foreign advertising agency Leo Burnett as the first Slovene company to do so. The fruit of this collaboration was a global advertising campaign with the young lad made of wood appropriately named Woody, who became Belinka’s mascot and appeared in numerous Belinka promotional materials.
In 2006, after gaining international experience, Belinka decided to work with the best domestic advertisers. With the agency Futura DDB, which won the flattering title “Agency of the Year” at the 2006 Slovene Advertising Festival and four times before then, it planned a new advertising campaign with the slogan: "Wood loves us. Let’s love it too". The recognisable motif featuring a timber fence with little hearts and a series of three, amusing TV commercials will appear in the mass media in Slovenia and world-wide.
The basic indicators of our advertising activities confirm that the advertising campaigns of Belinka Belles, based on warmth and lyricism, are more noticeable and likeable than usual and are also more successful from the sales aspect.
In 1994 Belinka obtained the Advertiser of the Year Award for its Wood is Beautiful campaign. The sponsorship activities of Belinka Belles are also aimed at encouraging responsible treatment of wood, especially the renovation of buildings that contain wood which form a part of our cultural heritage, and reforestation in areas where woodlands are seriously endangered due to damage caused by the weather or human intervention.
