USING INFLUENCERS TO DRIVE

PROJECT UPSELLS

Capability: Market Communications

Axiom Tools:  Event MarketingPR

Business Objective

  • Create demand for new premium laminate products

Strategy

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

Results

  • 97% of consumers surveyed said they were more likely to consider the new premium laminate
  • 25% of respondents requested contact with a local dealer
  • Initiative completed in less than 12 weeks
Modern kitchen

Related Case Studies