USING INFLUENCERS TO DRIVE

UPGRADE SALES

Capability: Market Communications

Axiom Tools:  Channel Gap Analysis

Business Objective

  • Create demand for new premium laminate products

Strategy

  • Create first-ever “Countertop Idea Center” at the United States’ largest fall builders and home garden shows
  • Schedule nationally known kitchen design personalities to present seminars about “value remodeling” projects that can be completed for $2500 or less
  • Increased sales leads to local countertop dealers

Results

  • Unique “Countertop Idea Center” drove traffic to client display area
  • 97% of consumers surveyed said they were more likely to consider the new premium laminate
  • 25% of respondents requested contact with a local dealer
Modern kitchen

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