Client: Architectural Granite & Marble (AG&M)

Think about solid surfaces differently. AG&M isn’t just selling natural stone countertops and tile, they’ll selling style.

The Business Goals

Create awareness about AG&M among homeowners, primarily female, between 35-55 years old.
Increase walk-in traffic to AG&M’s new showrooms.
Increase sales during a down economic cycle.
Position AG&M as a mid to upper range provider.

The Situation

As the home-building products industry has evolved, new opportunities have opened up for home supply companies to market directly to consumers rather than just to the trades (interior designers, contractors, and kitchen and bath dealers). Consumers are more aware of their options for high-end finishes and modern conveniences, and AG&M knew they needed to appeal directly to consumers—specifically women—to increase their sales.

To do this, AG&M had recently built beautiful, air conditioned showrooms and new slab yards. With a luxurious setting and on-staff interior designers, AG&M offers customers a unique shopping experience to hand select their countertop slabs, tile and accessories.

The challenges were threefold: a market clogged with renovation messaging;  existing negative perceptions about dusty tile warehouses and slab yards, a difficult to reach target audience - savvy women. AG&M’s long-term partner, Aha, had some big ideas.

Aha Insight

Countertops are the new stilettos.
Since 2007, Aha has led a complete rebranding and repositioning program for AG&M. We started with talking with AG&M’s customers—the women who make home product purchasing decisions. They reinforced the idea that shopping for home-building products is largely about the shopping. Our Intentional Branding process led us to the conclusion that we needed to highlight AG&M’s insights into the latest home trends, as well as their access to top products and top-tier interior designers. Chic ladies don’t want to go to a stone yard – they want to go to a boutique that happens to sell stone.

As home designs have evolved to make the kitchen (and therefore the kitchen counter) a big focal point, attitudes have evolved. Countertops are now seen as a major decorating decision. Consumers demand functional, high-quality products that reflect their unique style and personality. They want the finishes in their homes to make a statement about their sense of style.

Aha Solution

We speak boutique.
In every communication, we’ve highlighted AG&M’s value as a trend-spotter and style purveyor providing the personalized attention of in-house interior designers.

Our research also taught us that consumers shop online before going to a showroom, so an easy-to-browse,website is a key tool for establishing a relationship and reinforcing the brand decision even before customers get to the physical showroom. Aha created a website that gets people excited about the product choices. 

The 2010 print campaign lets consumers know that when they visit AG&M they’ll have a boutique type shopping experience with products and customer service that cater to their sense of style. The media plan includes placements in select design industry publications in each of AG&M’s five markets. Aha also included heavy placement schedules in community newspapers to geo-target upper income neighborhoods in close proximity to the showrooms. Radio ads were developed for communities that lacked appropriate community newspapers.

Outcome

Aha’s focus on savvy shopping has attracted customers and boosted sales. Since the launch of the print campaign in 2010, walk-in traffic has increased at a steady clip, and consumers have actively mentioned the ads. Website traffic has almost doubled from 2009 totals and sales numbers are trending up, which is exactly the direction intended.

Materials Produced
Interactive website with full product catalog
Point of purchase
Packaging
Signage
Sales collateral
Advertising – print and radio
Direct marketing – electronic newsletters

Aha Services
Brand strategy to move toward a consumer friendly brand
Customer research
Full creative services – concept, graphic design, copywriting, production
Interactive – website and html email promotions
Media planning and buying in 5 national markets