We are very excited about our 2016 advertising plans and thought we would tell you why. A little background first may be helpful.
We believe that advertising is one of the best ways to share our product benefits with our prospective customers and to remind our current customers why they may have purchased Fusion Stone in the first place. More than that, and just as importantly, we want to let everyone know that we are innovators in what we do and how we think.
We have two distinct but related customer groups whose needs we work very hard to anticipate and satisfy. One is the retail consumer who may be interested in Fusion Stone to enhance the curb appeal of their home or to update and improve the look of a fireplace, backsplash or feature wall with a DIY project. Women are a particularly influential aspect of this consumer group. We strive to support their awareness of Fusion Stone, the style and colour choices available, and what a beautiful and cost-effective impact it will have on their home environment.
The second group that is very important to us are trade customers. These include renovators, contractors, builders, and architects. This audience is also interested in product features such as colour and style options but are also concerned with cost and ease of installation. They want to be assured that they will be able to fully meet their customer expectations and still make a profit on the project.
These two customer groups, despite their similarities, need to be approached in different ways in recognition of their dissimilar interests and objectives.
The first way we speak to our audiences differently is in where we advertise to them. In the case of the retail customer, we focus our efforts on print and digital publications that appeal to those interested in décor, renovation, DIY and lifestyle. In 2016 we will be advertising in the following publications:
- Canadian Living
- Reno & Décor
- Style at Home
- Coup de Pouce
- Chez Soi
- Les idées de ma maison
As for our trade audience, they will see our advertising in publications that appeal directly to the construction and renovation industry. In 2016 we will be advertising in:
- Renovation Contractor
- Canadian Contractor
- Ontario Home Builder
- Quebec Habitation
The second way that we speak to our two audiences differently relates to how we advertise to them. We could choose to do as our competitors do and create ads that include a product beauty image and a list of product features. This is the obvious road to take but we do not believe that it serves to differentiate us from our competitors or let our audiences know that we are innovators, worthy of their attention and consideration. Instead, we determined to take the road less traveled, the one that sets us apart from the others, that attracts attention, and that is just a bit controversial.
Retail Consumer Advertising
Our retail ad uses a fashion metaphor to compare the seemingly universal appeal of shoes to women with the even more satisfying and longer lasting appeal of Fusion Stone. Our product is featured discreetly in the background behind the descriptive headline – Love the look! The body copy further supports the beauty and versatility benefits of Fusion Stone.
Our trade ad speaks immediately and directly to a prime concern of the trade audience through the bold headline – MONEY MAKER. The audaciously assertive positioning of the red drill bit not only attracts attention but reinforces the idea that the installation of Fusion Stone is quick and easy. The body copy speaks to this efficiency and that customer satisfaction is assured. The bottom panel image provides a glimpse of the product itself.
We are very excited about our 2016 advertising plans. We believe that our ads are an honest reflection of our unceasing efforts to deliver Innovation, Quality and Service to all of our customers and prospects.