De
Dietrich Chosen by Colin and Justin to Help Create a State of the Art
Kitchen on 'How Not To Decorate'
Arbiters
of taste and style, Colin Ryan and Justin McAllister, return to our screens
for series three of 'How Not To Decorate', the successful home makeover
programme on Channel Five during November.
For this series, they have chosen, for a second year running, to use De Dietrich Kitchen Appliances for a show where they redesign a drab kitchen to be a state of the art statement in a house in Alderley Edge.
Before
and After shots at Alderley Edge
The
show will feature specially chosen products, which include the DOC540X
multifunction catalytic oven, with Turn&Press controls, DME499X microwave
combination oven, the new DTI514J induction hob, and the DHD466X stainless
steel and glass hood.
Caroline Bovey, marketing manager, says:
'Following the success of the response to last year's show, we were more
than delighted to be approached again to help the How Not to Decorate
Team. Colin and Justin provide quality shows with a mass appeal and for
us it is a great way to showcase our products, like induction, in a stylish
setting to a wider audience.'
De Dietrich sales order processing (trade only): 01256 308 067 or email:
builtinsales@elcobrandt.com
Web: http://www.dedietrich.co.uk
Electrolux
Back on TV .. not Once, but Twice
As
part of a £5 million Marketing investment, Electrolux
Group is launching two major new television advertising campaigns,
which will be on air during October and November 2005. The Electrolux
‘Major Appliances’ campaign will focus on the new Electrolux
Insight range of freestanding kitchen appliances. The Electrolux ‘Floorcare’
will highlight the tangible benefit of its new bagless cyclonic cleaner
Twin Clean: the self-cleaning filter.
Both Products and Campaigns are the result of the Electrolux New Product
Development programme based on Consumer Insight and Understanding from
extensive Primary Research.
With
Insight appliances now appearing on the shop floor, Electrolux Major Appliances’
campaign aims to broaden audience awareness of the Electrolux brand as
innovative, trusted, engaging – and about making life a little easier
in the kitchen. The strong messaging of Electrolux as a kitchen appliance
brand also aims to support and strengthen perception of the recently dual
branded AEG-Electrolux and Zanussi-Electrolux Branded Ranges as the Electrolux
Group seeks to position its’ brand portfolio in a more distinctive
but cohesive programme of activity in the years ahead.
The campaigns, developed by Advertising Agency Lowe, will run on ITV,
C4, C5 and Satellite channels from October 17th in the lead up to xmas
and the peak sales period. Media Planning and Buying has been undertaken
by Zenith Optimedia.
It's Getting Hot in the Kitchen!
In the Kitchen, the Stars of the Show will be the 'Insight' Cooking appliances,
which feature extra large viewing windows to reduce the need to bend over
or open the oven door to check on cooking progress. The Products also
feature an ‘Ultra-Fast Grill’ for ultra-fast meals and an ‘Ultra-Fan
Oven’ to allow sweet and savoury dishes to be prepared at the same
time with no loss of flavours The advertisements will co-star the other
appliances in the Insight range: dishwashers and fridges with glass viewing
windows, and large capacity washing machines.
The Kitchen TV Campaign is based on a Romantic Night In, with these Hot
‘Cooker’ models the centrepiece of a campaign directed by Simon
Delaney (ironically a previous director of the of ‘Cold Feet’
Series). Voice over by BAFTA winner (Love Actually) Bill Nighy.
Electrolux Major Appliances ‘Insight’ campaign will be topped
and tailed by Electrolux Floorcare’s Twin Clean campaign to further
reinforce the Innovation and Awareness of the Electrolux brand name. Cleaning
Up, the 'Twin Clean'Vacuum campaign will focus on the highly tangible
benefit offered by this bagless cyclonic cleaner – hassle-free cleaning
thanks to a self-cleaning filter.
Commenting on the Campaign Investment, Andy Mackay – UK Brand &
Marketing Director, Electrolux Major Appliances – said
'This
is a classic combination of the two strongest ingredients any Marketing
Mix can deliver - ‘Unique Products, Strongly Promoted’. As we
continue to Invest in our Brand Portfolio moving forward, this is a significant
investment to progress the Consumer Values and Market Position of the
Electrolux Brand based on Innovative Product Development to make life
Easier'
Electrolux Major Appliance Trade Sales
Freestanding: Tel: 08705 650 650
Built-In: Tel: 08705 822 886
Electrolux Floorcare
08706 055 055
Free
Clean for Siemens’ Freestanding Wash Appliances
Kitchen
appliance manufacturer Siemens is
offering end customers a 28-day free trial period on all freestanding
dishwashers between October 1st 2005 and January 31st 2006.
Entitled
‘Best wash guaranteed’, the four-month promotion entitles the
purchaser to use the dishwasher in his or her home for 28 days, without
any obligation to keep the machine in the longer term.
At the end of the 28-day trial period, if they are not totally satisfied
with the dishwasher’s performance, Siemens guarantees to fully reimburse
the original cost of the machine* to the purchaser if returned to the
participating dealer.
In addition, all customers will be provided with a 2-month supply of Finish
PowerBall 4in1 tablets – corresponding to 60 washes worth of detergent
– regardless of whether they choose to keep the machine or not.
Special point of sale material, comprising Perspex dispensers with A4
leaflets, has been prepared for participating dealers. Siemens’ distinctive
new dark grey corporate styling with ‘The future moving in’
strapline is evident throughout.
Comments Siemens Brand Manager Jane Massey: ‘We are so confident
in the performance of our new dishwasher range that we are able to offer
consumers this extra peace of mind when choosing one of our superb new
2005/2006 models’
Also running simultaneously is a similar money back offer on the company’s
freestanding washing machine range. After a 28-day trial period, customers
are also entitled to a full refund* if they are not absolutely delighted
with the machine’s wash performance.
Both promotions are in addition to Siemens’ successful free extended
warranty scheme, which offers customers a total of 5 or 10 years free
labour and parts cover when added to the standard 2-year warranty now
offered on all Siemens appliances.
*All refunds are subject to the provision of the original till receipt
from the same dealer where the appliance was purchased.
Appliance
supplier Baumatic, is in the process
of revamping its livery of lorries in order to reflect the modern, contemporary
nature of the brand.
The fleet of lorries have already been sign written in the new Baumatic
style; a look which is being rolled out to Baumatic's service vans also.
The new trailers, unlike the old ones, depict a more visual approach to
the brand. The design features the same imagery that has been used in
Baumatic's extensive 'make-up for your kitchen' press advertising campaign
which shows a woman's face 'made-up' in the colours of Baumatic's coloured
ovens - mint, pink and lilac.
Paul Thompson, MD of Baumatic UK says: ‘Our lorries are travelling
the length and breadth of the country every day taking our products to
our customers and with the new large-scale imagery they are extremely
eye-catching. They will literally act as advertisements for the brand
on wheels!’
http://www.baumatic.co.uk/
Zendor
Identifies Ten Common Multi-channel Marketing Mistakes
Both
large and small businesses have a lot to lose by making marketing mistakes
in the multi-channel arena and neither is exempt from making them. Zendor,
the distance selling expert, has identified ten key marketing mistakes
to avoid:
Failure to set a plan or objectives - Many organisations still
operate on 'gut feeling' and knee-jerk reactions to changing market conditions
and opportunities. Common sense, plenty of research and an ability to
challenge oneself and ask questions such as 'why are we doing this?' and
'what are we trying to achieve?' are at the core of a successful plan.
Sending out mixed messages - where an organisation is 'multi-channel',
a common mistake is to not achieve brand consistency across all the channels.
For example in a retailer's case, it can cause frustration and confusion
if prices, promotions and messages are different in a catalogue to those
online and in-store. The clarity of the message is also important - there
are many instances of marketing and advertising campaigns where it's not
clear if the retailer is trying to sell a particular product, raise brand
awareness, or recruit new customers. One single message and objective
is invariably the best approach.
Not making use of existing data - even with small businesses, there
may still be a wealth of data held in a customer database including age,
spend levels, demographics and purchase behaviour. By better understanding
the customer, the business is in a position to communicate with them more
effectively. Yet many businesses do not appreciate the use to which this
information can be put, or if they do, they may not have the know-how
or expertise to manage it.
Lack of segmentation techniques - even with plenty of customer data/information,
unless segmentation and statistical modelling techniques are used, there
will be little understanding of which customers are more likely to respond
to various marketing activities and generate higher sales. This can result
in ill-informed and poor decisions in the marketing arena.
Running before walking - another common mistake is to immediately
aspire to develop a one-to-one marketing approach. If there are only half
a dozen cluster groups of customers that may well be enough to make those
customers feel that they are being treated as an individual, even if they
are part of a group of 20,000 other customers with a similar profile.
Using the wrong language and approach - communicating with customers
based purely on age or sex, for example, is a minefield and can result
in alienation and lost customers. A good example is how to market to different
generations. These days, 50 year olds and above have a very different
mental attitude and approach than the same age group 20 years ago, but
many businesses fail to recognise this and pigeon hole them, often communicating
in a way which can seem patronising.
Not using checking procedures - business fraud is estimated to cost
the UK around £15bn a year and yet checking procedures, which can
be relatively easy to implement, are still not used by many businesses.
Owners of data should be employing procedures that flag up potential bad
debtors and high-risk locations. Companies who ignore this area are not
only risking losing money to fraudulent purchases, but marketing activity
and associated cost is wasted on high risk customers.
Under-estimating the importance of technology - but there are many
instances where lack of investment in technology and/or poor decisions
can lead to expensive mistakes. Technology underlies everything from integration
across a multi-channel business, to collating customer information via
a database. Investing in the wrong system can be more damaging than having
none at all and running things manually, because it can lull the business
into a false sense of security.
Poor campaign management - one of the more common mistakes made
with campaigns is failing to capture results properly and/or an inability
to effectively record results. This, along with a general lack of understanding
of the data can make it difficult to deduce how successful a campaign
has been.
Lack of testing - some companies do not take the time to test 'new'
campaigns or marketing activities before rolling them out. It is advisable
to always test when new media channels, promotions, customer groups etc.
are involved. Alternatively, testing a small proportion of a customer
segment with a free gift or discount can enable decisions to be made which
can dramatically increase the effectiveness of the campaign.
A well-tuned marketing plan can be an extremely effective business tool
when carried out correctly. Yet those new to the marketing arena who may
be unaware of the potential pitfalls can risk damaging their reputation,
losing customers and, ultimately, sales. By avoiding these common mistakes,
businesses can maximise their marketing effectiveness to drive sales and
ensure future success.
Manchester-based Zendor provides a range of services to retailers interested
in moving into the distance selling arena. For further information please,
contact 0161 238 2050, email mailto:curious@zendor.com
or visit http://www.zendor.com
New
Ad Campaign from Daryl Showering – Targets Consumers and Supports
Retailers
Daryl
Showering has launched a new print and online advertising campaign
that is designed to generate enquiries and direct consumers through to
the recently updated website.
The
campaign will feature in the directory and classified listings sections
of quality lifestyle and home interest titles including Living etc, House
Beautiful, Homes & Gardens and Ideal Home. Daryl has also invested
in activity to improve its listings positions on the major UK search engines
such as Google and Yahoo.
Marketing development manager for Daryl Showering, Mike Wilson, explains:
‘The showering sector is a very busy market in terms of advertising
at the moment, so we wanted to simplify things for potential consumers
and make the research phase of the purchasing process as easy as possible.
‘Our directory advertising, combined with higher listings on the
key search engines, is designed to direct consumers through to our extensive
website, where they can find out everything they need to know about our
products – and most importantly where they can buy them.’
The campaign will feature six different executions of quarter page advertisements
– each one focusing on a key product from Daryl’s range such
as the Minima quadrant and Cyan walk-in. All the executions feature the
new strapline ‘DARYL your space’ and have been designed by award-winning
Manchester-based agency The Chase.
Mike Wilson continues: ‘We have now developed a distinct and consistent
brand image across all our marketing material including our advertising,
brochures and website. We have invested particularly in the development
of our website as we know how important this method of research is to
our potential consumers.’
Along with an easy-to-navigate overview of the full Daryl product range,
the website also provides consumers with full contact details for their
nearest Daryl Principal Showroom, including which products are displayed.
Mike Wilson concludes: ‘We are continuing to invest in supporting
our network of retail showrooms at all levels and this new advertising
campaign will strengthen the Daryl Showering brand and benefit our retailers
by guiding consumers to their nearest retail showroom.’
Tel: 0151 606 5000
Web: http://www.daryl-showers.co.uk
Lucky staff at Plumbits of Stafford have won £1,000 of products from Broughton Crangrove Galley Matrix. Each BCGM quarterly products bulletin tests customers' knowledge, those answering correctly being entered into a prize draw.
(l-r) Mike Mitchell, Broughton Crangrove, Julie
James, Plumbits, Hayley Ballard, Broughton Crangrove
The
Summer teaser was 'name four James Bond movies with just one word in the
title.'
Mike Mitchell Northern Regional Sales Manager and Hayley Ballard, Area
Sales Manager for BCGM presented Plumbits of Stafford with its prize.
For a copy of BCGM's quarterly bulletin, and the chance to win this quarter's
prize, call 0870 60 60 601.
Web: http://www.broughtoncrangrove.co.uk
http://www.galleymatrix.co.uk
Note: There have been five single-word OO7 film titles: Goldfinger, Moonraker,
Goldeneye, Thunderball and Octopussy
Roman
Offers Retailers the Chance to Make a Bundle
Roman
Limited,
the UK shower manufacturer, is set to launch its 'Make a bundle when you
sell a bundle' promotional campaign.
This
campaign will be advertised prominently in Friday and Saturday national
newspapers, such as the Daily Mail and The Times, to help drive consumers
into Roman's retails partners across the UK. This incentive programme
is aimed at sales staff, retailers and consumers.
During September, October and November, Roman will offer a 'bundle' consisting
of an enclosure, tray, and shower valve at a discounted price to retailers
on a number of its high quality products. This will increase footfall
into their showrooms at a key time in the retail calendar.
For every bundle of products sold, Roman will give sales staff a £10
high street gift voucher, while the consumer ultimately benefits with
Roman giving a 20% discount on every bundle included in the promotion.
Roman will offer a variety of different packages with this promotion,
and with such an assortment of diverse products on offer, there is something
to suit every customer's needs. The Orbital Sliding door, with its sleek
clean lines, is ideal for that customer seeking a minimalist look, or
for a corner situation, Roman's Collage Curved Quadrant is suitable. The
Outward opening Hinged door is also included with its 8mm thick glass,
as is the inward opening Bi-fold door which is a key option for any en-suite
or smaller bathroom situation where inward opening is a must. The enclosures
also have a Roman Waterfall advanced thermostatic valve which can be either
exposed or concealed, and the finishing touches come in the shape of a
highly durable Roman cast acrylic resin shower tray.
With
this offer the retailer is not obliged to sell the pack as a bundle, items
can be sold individually. The products simply need to be ordered together
to qualify for the discount.
For further information, or to find out how you can participate in this
offer, contact Roman's sales department on 01325 328033.
Web: http://www.roman-showers.com