Multichannel Showroom Brand Campaign

Challenge

Coburn’s needed a new way to increase awareness, consideration and visits to their showrooms. Their ideal solution would emphasize the superior customer experience at Coburn’s compared to other Big Box retailers.

Solution

To create a campaign that would attract and resonate with Coburn’s markets, we first needed to identify the biggest differentiators of their Kitchen & Bath Showrooms as well as the needs of their buyers. We accomplished this through competitor research, interviews with Coburn’s leadership and interviews with individuals who fall within Coburn’s target audiences.

This primary and secondary research highlighted two key things: the most competitive aspect of their services and what their buyers seek throughout the customer journey. Buyer interviews revealed that the building and renovation process was often seen as stressful and confusing, indicating desire for guidance throughout the journey. Paired with the showroom’s biggest differentiating factor—a highly personalized shopping experience with a showroom consultant—this insight gave us a firm foundation to launch creative development.

To both solve the buyer’s struggle and position Coburn’s Kitchen & Bath Showroom as the ideal choice in supplier, we created the “Your Project Partner” multichannel campaign. Up until this point, Coburn’s had not advertised online—so social media placements, paid search and Google display offered untapped opportunities for connecting with potential shoppers. Through a mix of scalable offline and online media channels that could adapt to the needs of showrooms in different markets, we helped drive new traffic to the website and store locations for leads to learn more about Coburn’s products and services before ultimately scheduling an appointment.