Situation
HomeCrest Cabinetry had an established dealer network 800-strong, but it felt more growth could be achieved by educating the trade and consumers about its manufacturing niche and multi-layered Custom Choice program. Custom Choice combines stock offerings with specialty designs and personalized features. Desiring greater brand recognition, HomeCrest engaged Walt Denny Inc. (WDI) to execute a comprehensive public relations strategy.
Strategy
WDI's product branding tactics targeted both the trade and consumers, including news releases, editorial trade show visits, and product inclusion for editors' projects. WDI also sought to develop an industry-expert role for our client. We generated interest with the editor of Kitchen & Bath Design News (KBDN) for an article on how to create buzz, showroom traffic and profits in a competitive market, and against the tide of recession. WDI interviewed HomeCrest's director of marketing and four HomeCrest dealers from around the country who were promoting successfully. Their tactics ranged from subtle to over-the-top, but they all had an affinity for and ability to sell HomeCrest products. WDI worked with the editor on copy and photos, meeting all requests.
Results
KBDN ran a dramatic 3-page, full-color story featuring our client's byline. While manufacturer bylines were unusual, WDI had demonstrated the article's enhanced effectiveness as written by an industry marketing professional. Our client was thrilled. The article educated dealers about effective marketing, including successful promotion of Custom Choice. Response to the article included a sales representative who noted that a business owner who had been noncommittal on HomeCrest signed on as a dealer after seeing the story. The article has been distributed to HomeCrest dealers, representatives and other employees as a marketing tool. WDI also secured placement for a revised version of the story on the National Association of Home Builders' sales and marketing website. This further developed HomeCrest's expertise, helping achieve their goals to be known as a leading marketer and to attract good marketers to their dealer network. The increasing online mentions of our client's brand continued to raise their organic search rankings.
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