Client: A Leading
Home Improvement Retailer
Situation:
- Large Canadian retailer of home improvement products in
Quebec plans expansion into Ontario and western Canada.
- Brand largely unknown outside French Canada.
- Significant category competition from international giants
and domestic stalwarts.
Objectives:
- To develop anticipation for the launch in Ontario.
- To manage brand change for recently acquisition.
- To position competitive choice.
Strategy:
- Create excitement with media fam trip to new distribution
centre.
- To conduct major announcement around trade show.
- To profile local stories to build awareness prior to opening
of first store in Toronto.
Results:
- Enthusiastic media response from fam trip attendees.
- Major stories in media including Globe and Mail and Financial
Post Magazine.
- Increased awareness that company “is the one to beat.”
EXTREME RETAIL
Client: Fashion Watch
Situation:
- Client took over distribution of its brands in Canada, following
a 10-year period during which the previous distributor “milked”
the brand.
- Canada the slowest growing market worldwide for company
product.
Objectives:
- To raise sales to levels comparable to other countries
- To raise awareness for product and broaden demographics
for product
- To initiate and support product’s unique promotional
strategy
Strategy:
- Utilize high profile, cutting edge promotions to re-position
product, targeting in particular the fashion conscious in
the 16-44 age group.
- A multi-faceted public relations program gave voice to the
new theme.
Results:
- Media coverage in major newspapers in Vancouver, Toronto,
and Montreal, as well as multiple television appearances by
company representative.
- Product sold out in 1994 and 1995.
- Canada became the fastest growing market worldwide after
only two years and is cited as an example for international
marketing committee.
