Project: Marketing Plan & Implementation
Home renovation discretionary spending fluctuates with the economy and in recent years has been turbulent to say the least. When Smarter Bathrooms came to BlueFrog Marketing they had a small share of a fragmented market but strong brand equity and despite doing better than most competitors, struggled to grow.
Consumers have a variety of options available from DIY with trade support, building consultants and companies, specialised bathroom operations to fully imported premium European bathrooms.
BlueFrog Marketing’s challenge was to help Smarter Bathrooms identify their ideal target markets and build brand awareness across these segments with a view to grow leads and sales. Growing the business in existing tough markets and expanding into new markets via brand extensions on a tight budget proved to be challenging and rewarding for both parties.
BlueFrog helped Smarter Bathrooms identify opportunities and grow the “Smarter Kitchens” Brand extension. Lead and sales volume improvements came from clearly defining the premium positioning and its value exchange powered mostly by digital channels.
Low cost digital media including web development and optimisation, search marketing, lead nurturing and content strategies delivered strong traffic, engagement and inquiries to phone, showroom and email, which converted consistently to growing sales.
BlueFrog’s in-depth customer research delivered a better understanding of the needs and desires of the target market and helped drive clear communications across all media. Using these insights and our digital experience we developed strategies to continually improve marketing campaigns including SEO, AdWords, website conversion and optimisation and content strategies resulting in decreased costs and improved leads and sales throughout the year.
In a struggling market, Smarter Group have successfully expanded into a new market and grown overall market share and sales. The brands are well established to continue this growth pattern with great return on marketing investment for all campaigns.