A Midwestern home furnishings store, known in its market for selling high-end Amish furniture, expanded its line with non-Amish handcrafted suppliers who brought different designs and styles to their floor. To reflect this, the owners decided to change the name of the store.
However, without featuring a true point of differentiation in their advertising or in-store messages to support the new name, sales declined 50% over three years.
Knorr Marketing built a story around the new name to add value and differentiation.
Media-wise, we:
- Produced new in-store signage to explain the value of the brand and re-sell shoppers in the store.
- Launched a strong, direct-mail campaign targeting households that fit their customer profile.
- Negotiated half-price ROP ads to gain frequency and reach in their local market.
Results:
Sales increased 50% the first year. The second year, client budget permitted investing in targeted TV to continue differentiating itself from the competition.
