Question

Topic: Advertising/PR

Unique Launching Campaign For Hi-end Ceremic Tile?

Posted by Anonymous on 5/13/2008 at 5:12 AM ET 125 Points
Hi,
My company aim to a nice segmentation: hi-end customer. We aim to provide high quality product together with ultimate customer services. Our Board of Manager don't want to do TVC advertising or newspaper ads. We have a very limited marketing budget and our Marketing activities will be approved case by case, depend on our cash flow situation. We are going to launch a new series of ceramic tile of big size at high price. There are a lot of competitor products in the market which may have the same quality as ours and some Chinese tile also have nice designs as us but at a very cheap price. Can you help me to have an idea of an unique launching campaign which will draw big attention of hi-end customers and architects, and trial from hi-end customer who have demands? Pls note that we have very limited budget for our Marketing activity.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 5/13/2008 at 9:09 AM Accepted
    Since you'd identified that your competition has similar quality and/or cheaper pricing, you're already starting with a problem. Compounding that is that you don't have a budget to market your tiles.

    Is what's different about your tiles the size? The material? The range of colors? The speed of production?

    Once you can clearly state your unique benefit to the hi-end consumer, you can focus on getting the message to them: through designers, tile showrooms, advertisements, etc.
  • Posted by CarolBlaha on 5/13/2008 at 11:07 AM Accepted
    Well Neocon is coming up in June and very well attended by architects. The "show" like atmosphere is good for a product launch-- there are parties everywhere. The slant however is more commercial based. You missed Surfaces and Coverings was last week in FL. Coverings especially is attended by distributors. Surfaces a mix of dealers and distributors. Few architects/designers. but those attending (if they are designer based vs dealer based) know them.

    There are in every region high end distributors for tile. This is one of the few areas in this biz that distributors add value. I also own a manufacturer rep agency and carry two lines of tile. One I will probably allow a distributor to market -- the other is too small a niche (very unique and high end) -- I'll continue to market via my architectural contacts.

    You have to decide how to market. There are A/D marketing firms that you hire to just represent you to that community. they are paid by the month, no commissions. You can add the line to groups like CAPCO. You can target specific markets and work with distributors. You can hire a manufacturer rep (as I am) where I am paid strictly on performance-- I am responsible for managing a territory and call the shots on how to market.

    In all cases, you have to have more than a pretty product. Finding the right way to sample is important. Displays are important to a high end line-- I rep a line of leather tiles for floor and walls-- and we are struggling to find a display that will show its luxury. If you are high end, you will have the same issue. Availability is important. I repped for about two minutes a tile line where all I was provided was large pieces of tile. One of each-- the manufacturer wanted container load quantities only. One turn of my car and they were in pieces, I was covered in chalk. And I resigned-- without the proper tools I couldn't do a good job for them-- and was wasting my own time.

    This is a long answer, but there isn't a short answer to your question. Please let me know if I can help you further.

    Carol
    Sell Well and Prosper tm
  • Posted by CarolBlaha on 5/14/2008 at 9:16 AM Member
    Distributors go for the product that makes them money. If its not in margin, its in volume. Driving sales from the consumer/AD end helps support them.

    Check out us manufacturer -- www.imaginetile.com.

    You will click and see all the print and TV media this company has been featured. NONE have been paid ads. They are often in the Home Remodeling TV shows, where designers come in and transform the homes.

    Do your distributors have A/D reps? They should for a product like this-- and be making calls to the architects/designers to create the specifications.

    If the distributors continue to not support you, you may want to consider just going with agents that focus on high end builders and the A/D community. I have taken lines away from distribution for this reason. Here, they add 35% to a product just for handling paper. It adds a further level of markup, and in a high end product-- it can price it out of reach.
  • Posted by CarolBlaha on 5/15/2008 at 6:27 PM Member
    You don't have press releases in your country? That is all the example I gave above has done.

    Sponsor the monthly events at AIA, IIDA, and other design trade orgs-- work with the home builder associations. Hire an A/D rep who's sole job is to do tabletops and other PK's right with the architects.
  • Posted by CarolBlaha on 5/17/2008 at 10:29 AM Member
    AIA-- Assoc interior designers
    IIDA, International Interior Design Association
    PK- Product Knowledge Seminars -- those with continuing education credits are preferred.

    You seem to be looking for some magic event or an ad campaign will turn this around. It won't happen. As someone who's been marketing to architects over 25 years, the way to make it happen is one on one contact and relationship building. Very few of my principals do any print advertising-- and they are leaders in their field.

    Starting your own design show is a good idea, as long as you can drive the traffic. Some of the leaders in this field (Shaw and Mohawk) have gone this route vs the larger shows. However, Shaw-- has Warren Buffet's backing-- and Mohawk has extemely deep pockets as well. their product mix includes tile, carpet, hardwood and resilient-- so that their own show gives clients a reason to attend. A dealer really can't exist without their product lines.

    I will also add- while its good to get the architect feedback while launching a product-- in my experience, the product they "wow" over isn't the one that is specified. They have a more sophisticated sense of style than their clients-- the ones actually buying. They may "wow", but the end user sticks with "realtor beige"
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