Fusion Stone, Advertising and Innovation – a Winning Combination
February 27, 2018
We are very excited to share with you our 2018 print advertising plans. Before we get to that we thought a brief refresher of how we determine how to advertise and to whom may be worthwhile.
Advertising is one of the best ways to share Fusion Stone with our prospective customers and to remind our current customers why they may have purchased Fusion Stone in the first place. As importantly, we want everyone to remember that we are innovators in what we do and how we think.
We have two customer groups. 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 they can actually do themselves.
The second group is the trade customer. These may be renovators, contractors, builders, and architects. This audience is interested in colour and style options but is also concerned with cost and ease of installation. They want to be assured that they will be able to meet customer expectations and still make a profit.
We approach these two customers in different ways. First, is where we advertise to them. For retail customers, we appeal to those interested in renovation, DIY and décor. In 2018, we will be advertising in the following publications:
- Canadian Home Trends
- Reno & Décor
- Maison & Demeure
- Les idées de ma maison
Our trade audience is interested in publications that appeal directly to the construction and renovation industry. In 2018, we will be advertising in:
- Renovation Contractor
- Canadian Contractor
- Ontario Home Builder
- Quebec Habitation
The other way that we approach our audiences relates to how we advertise to them. We always endeavour to be different from standard competitor ads thereby setting us apart. We always strive to differentiate our products in meaningful ways.
For 2018, we will be introducing all new print ads for both our consumer and trade audiences.
Retail Consumer Advertising
Our consumer ad – Homemade Memories – clearly demonstrates that the Fusion Stone system makes installation quick and easy and produces a beautiful result. As importantly, we want consumers to understand that a Fusion Stone do-it-yourself- project makes meaningful memories that last a lifetime.
Our trade ad – Easy. Profitable. Business. – speaks directly to key concerns of every contractor or builder. The ad copy reinforces the idea that because installation of Fusion Stone is quick and easy it is a profitable choice that can be confidently returned to time and again.
We are very excited about our 2018 advertising plans. We believe that our ads continue to reflect our unceasing efforts to deliver Innovation, Quality and Service to all of our customers and prospects.