Capability: 
Market Communications
Axiom Tools: Event MarketingPR
Business Objective
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Create demand for new premium laminate products
Strategy
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Create first-ever “Countertop Idea Center” at the United States’ largest home and garden shows
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Schedule nationally known kitchen design personalities to present seminars about “value remodeling” projects that can be completed for $2500 or less
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Create sales leads to local countertop dealers
Results
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97% of consumers surveyed said they were more likely to consider the new premium laminate
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25% of respondents requested contact with a local dealer
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Initiative completed in less than 12 weeks
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