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Case Studies/Success Stories

Case Study:  “Results” – Wallpaper Etc., Inc.

Situation
A new concept for a wallpaper store was in need of implementation.  The owners of Wallpaper Etc. were starting a brand new store from the ground up.  It had no brand name recognition, no reputation and numerous large budgeted (“home improvement store” type) competitors.  A clean slate, but an uphill battle.

Strategies
We immediately began research of local competitors.  A strategic plan for a marketing, sales, and advertising campaign was developed.  An outline for implementation was then created.  This included the scope of the store’s offering.  The “Synergy Positioning Process™” was utilized to create a memorable image of perceived value for the potential customer from the vision of the storeowners.  Positioning the company to create “pull” (demand based) store foot traffic was of critical importance.  Customer service and depth of offering were paramount to the sale of a specialty product such as wallpaper.

Execution
A three-tiered process for execution was implemented.  The establishment of a company directed theme, color scheme and slogan was the first measure.  “One Stop Wall to Wall Service™,” became the slogan.  A colorful logo was created.  The interior (displays, signs, etc.) of the store was planned and developed around this theme and the company colors.

Second, Promotional concepts were developed to attract customers to the store’s unique offering.  Visual images were used to showcase the difference of this store vs. the competition.  The “home appeal” and comfortable shopping environment was used as a hook.  Public relations was leveraged to further the public’s understanding of the difference in shopping environments.  A creative website was developed so the customer could see the difference for themselves. 

Third, to launch the store, all major media outlets were utilized for advertising.  A radio spot was produced for the grand opening and played to the demographic target audience.  Print ads were placed in all significant local newspapers.  A direct mail campaign was launched.  All of these execution items were designed consistently with the theme and scope of the store’s unique offering in mind.

Throughout the first year of business, a tradeshow display was created for further publicity at local home shows.  An execution benchmark was established quickly using this entire marketing mix.

Results
Grand opening day was beyond expectations.  All media utilized were tracked for ROI from the start and developed into a formula for continued success.  The store grew from inception to profitability in less than one year.  A feat very few businesses can boast about accomplishing.