HIGH INCOME CUSTOMERS INSPIRED BY

MOBILE KITCHEN VIGNETTES

TO UPDATE KITCHENS

Capability: Marketing Communications

Axiom Tools: Event MarketingPR

Business Objective

  • Increase premium appliance sales
  • Increase SKU count with each sale

Strategy

  • Create first-ever mobile kitchens which are operational
  • Schedule mobile kitchens at events attended by high income home owners (i.e. culinary events, museum fundraisers, junior league meetings, garden enthusiast events)
  • Create cooking demonstrations designed to showcase specific appliance capabilities with well known chefs
  • Schedule local market and national news interviews

Results

  • 6% average in-market sales increase
  • Awareness and consideration scores increased by 2x and 3x respectively

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