Lakes Showering Spaces #DesignedForLife

Lakes wanted a new marketing strategy to position the company as a premium showering enclosure brand, and to elevate the importance of showering spaces in the minds of merchants, installers and homeowners.

To inform the strategy, Lakes commissioned MRA Research to carry out a brand awareness and perception study, benchmarking Lakes against its best peers and to uncover opportunities for changing the showering landscape and how shower enclosures are sold. MRA Marketing also completed a full marketing audit of Lakes and its competing brands, and in depth reviews of the market, demographics and lifestyle trends and  established insights on trends and changing consumer lifestyles.

Using the research insights, MRA proposed and delivered a new marketing strategy, which involved an integrated and synchronised plan to position Lakes centre stage as the authoritative voice of its market, change market perceptions and help Lakes capitalise on changing behaviours and new market opportunities. The strategy included a fresh new look and brand signalling Lakes’ new direction, new photography and imagery to create an emotional connection with the audience, high profile, strategic PR and advertising, and an active and engaging social media programme to communicate exciting developments to stockists.

In the first 12 months, the campaign reached far and wide, promoting the importance of showering spaces, defining premium quality, positioning Lakes at the forefront of people’s minds and building strong foundations for growth in Year 2.

The activity in Year 1 led to 300 + press appearances, invitation to speak at industry forums, recognition at industry awards, new merchant buying group agreement to supply own branded products, 120,000 new, ground breaking brochures to help stockists engage with homeowners and sell, and significant engagement on social media: LinkedIn followers increased 88%, Facebook followers increased 38% and Instagram followers reached 300 from a standing start.

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