Promoting feelings of kitchen supremacy.
For over fifteen years, Builders Appliance Center has built a reputation among home builders and developers as a trustworthy resource for professional quality appliances. BAC created an enviable reputation in this industry for service and value. However, beginning in 2001 the national recession started eroding BAC’s traditional customer base as builder’s stopped constructing speculative homes and housing sales softened.
This led to a management decision to launch a retail marketing program designed to reach home remodelers, both professional firms and do-it-yourself home owners. Builders Appliance Center retained Brent Green & Associates to help BAC create a new brand image, an overarching communication theme, and a graphic design solution.
Our proposed communication theme addressed two marketing issues. First, people seeking professional quality appliances are often satisfying a dream to own the ultimate kitchen. They are also seeking value because the retail appliance category is so competitive.
Therefore, after careful research analysis, we recommended the following theme:
Builders Appliance Center. Dream Appliances. Guaranteed Prices.
Dream Appliances addresses the underlying customer motivation. Guaranteed Prices promises BAC’s customers the lowest manufacturer’s prices for such premium brands as Wolf, Sub Zero, and Viking.
The BG&A team then designed a powerful creative solution for magazine and newspaper advertising, featuring headlines written to attract thoughtful attention. This approach developed around our unique focus on marketing to Boomers.
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To fully integrate this advertising approach across all media, Brent Green wrote and produced a radio commercial designed to run primarily on talk radio stations. Notice how an integrated branding philosophy led to his choices of a distinctive male announcer and theme-line “stinger”: