A TIMELY TACTICAL OPPORTUNITY
Industry:
Kitchens
Services:
Strategy
Brand creative
Strategic partnerships
The big business challenge
Perfectly Picked worked closely with Electrolux’s Channel Marketing Manager, Channel Sales Director and Field Sales Manager for this large-scale project rejuvenating their partnership programme for independent kitchen retailers. Challenges included lengthy timescales to convert new studios and a market leader to be challenged. With new partner recruitment identified as a key strategic driver, Perfectly Picked set about creating a marketing proposition to overcome these market challenges. The focus was on building strong new relationships with retailers.
What?
Perfectly Picked set out to disrupt the market and create awareness and interest in the Premier Partner programme. The main objective was to convince independent kitchen studio retailers to switch from working with the market leader to working with a more understanding, supportive and dedicated partner, breaking down barriers to change and significantly reducing conversion times. The goal was to grow market share and drive significant growth for Electrolux’s AEG brand.
How?
Insight provided in-depth understanding of the customer base, from which an appealing core proposition was created. With expert marketing and project management, the team lined up all the elements from strategy to campaign assets, PR, trade journal ads, lead generation and an event. Thanks to their expert planning, the team were able to capitalise on a tactical opportunity - bringing forward the launch at a time when the market leader was experiencing operational issues.
The campaign created a huge amount of disruptive noise in the marketplace due to the boldness of the proposition and the relevance of its timing. It also announced the AEG brand as a genuine competitor and, based on new customer testimonials, clearly positioned the Electrolux group as a more ‘supportive partner’. With 150 new partners signed up, the estimated ROI for the project was 400%.
Results
The campaign created a huge amount of disruptive noise in the marketplace due to the boldness of the proposition and the relevance of its timing. It also announced the AEG brand as a genuine competitor and, based on new customer testimonials, clearly positioned the Electrolux group as a more ‘supportive partner’. With 150 new partners signed up, the estimated ROI for the project was 400%.
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Stephen Chadwick CEO, Shepherd
