After learning about their business, and their best opportunity for growth, Spoke helped ANOVA (formerly Landscape Brands) enter a new market. As manufacturers of landscape furnishings (park benches, bike racks, waste receptacles, picnic tables, etc.), most of their business came through orders from building owners or managers looking to replace damaged furnishings. While business was good (and profitable), they wanted to grow.
Based on discovery from their marketing plan engagement, it was determined that the most logical place for them to grow was through new construction orders. While the buyer of their product is the contractor or building owner, the influencer is the landscape architect who is responsible for creating a beautiful and functional exterior to the property. Once an item was specified by the landscape architect, it got purchased.
To grow into this market, cold calls weren’t going to cut it; ANOVA didn’t have the brand awareness of the industry leader. They needed to break through the clutter and get an appointment knowing that a face-to-face meeting would result in sales as their product had excellent design at superior durability at a smaller cost.
They needed to make a big impact. Really big.
Spoke designed a simple cardboard chair (2 big pieces, two pegs) and delivered it in a giant box, along with assembly instructions and information about ANOVA. This was followed up with pieces made out of ANOVA materials with clever and thoughtful taglines. They were a hit! The team could walk through doors and see success.
We knew the campaign was going to be a success based on a couple of factors; a three-foot tall box gets opened, a cardboard chair that can hold 300 lbs. shows innovation, and the follow up materials helped connect with the target market (which are called 'gold' by the client). We just didn’t know how much success. To date, sales reps have sent more than 200 chairs and have received a tremendous response.
The key to great results is defining your target as specifically as possible, understanding the key message that will resonate with their needs, and communicating them in a way that sets you apart (above) from the competition.
Successful campaigns must be thoroughly thought through and flawlessly executed. There might be a better way, but we haven’t found it, yet.
