Create is a full services below the line Marketing company in Bristol.
We specialise in Medial Marketing & Financial Marketing
Top 100 south west Creative Companies 2009
Impey Aqua Systems
They still exist!
Impey is one of the true British manufacturing success stories.
With great products, established reputation
and strength in the healthcare market it was
time to look for new opportunities – that was
the challenge.
Focus
Clarity from Confusion
A Blueprint workshop gave a clear understanding of the business and key issues:
• Products known to trade but not consumers
• Range of products but no brand or structure
• Confusing proposition - products not sold
as system which opened the door to competitors
A research project allowed us to scope the market and identify opportunities.
We set a 6 month marketing plan to
re-align the brand to launch big in to the consumer market and deliver the tools to achieve the sales objectives.
Position
Rationalising Impey's brands and products
Starting from the top we realigned the Impey parent brand including logo refresh, new holding device & strap line.
We established a clear structure with a new brand to launch into the consumer market.
The ‘aqua’ was already recognised through several Impey products such as Aqua-Dec and Aqua-Grade, so Aqua Systems was a natural progression.
We then set about to develop a strap line that ‘does what it says on the tin’
‘Guaranteed Wetroom Technology’
If you make it easy to sell, you make it easy to buy!
We developed a simple 4 step process to bring all the Impey products together.
Floor Former -> Water Proofing -> Wetroom Screens -> Accessories
Benefits:
• Easy to understand - consumer
• Easy to teach - sales
• Challenges consumer to break
the process
• Increases average order value
• Locks out competition
Communication
Education and Information
One of the key communication challenges was to educate both the consumer and trade about the products. With key market opportunities identified and communication materials complete we launched into the consumer market.
• Name Generation
• Brand Development
• Photography/Art Direction
• Interior Design
• Sales Tools
• POS
• Installation Guides
• Copywriting
• Advertising
• Digital Development
- Website
- Interactive Brochures
- Presentations
- Ordering Process Facilities
- SEO/PPC Campaign
“As we went though the Blueprint process it became clear that many vital business decisions had been made based on assumptions about our customers, our marketplace, and the way we were really perceived as a business. The process clarified where we actually were as a business, provided a clear picture of where we needed to be in the future and a plan for how to get there.
For the first time we are moving forward with real confidence that the money invested in our marketing is being put to the best possible use.”
Ben Hollom, Marketing Manager Impey UK
KEYWORDS: Brand Marketing, Product Marketing, Impey
