Case Studies

Brondell Case Study:

The Need:

This venture-backed home furnishings company specializes in high-tech toilet seats (over 60% of the market in Japan) that combine all the hygiene of a bidet, with the spa-like luxury of pressure-controlled warm water, air-dryer and a warmed seat. In the US these devices are rare and hard-to-talk-about especially with a straight face. They also require an element of electrical installation that makes it difficult to sell directly to the public. 

 

The Approach:

• TV ads in local cable and dish Designated Metropolitan Areas (DMA)
• Search engine optimization of the landing site plus a Pay per Click campaign focused on the specific DMA to ensure all customer interest in the locality is captured and followed-up
• Creative messaging to broach the self-evident issue that water is what we use to clean things, not paper. This would be the introduction to the category for most Americans and we needed to make that case very early
• We needed to target advertising at specific geographies to allow us to concentrate the message to high-earning, older, homeowners—our traditional sweet-spot audience—while facilitating the customer installations in that finite area
• Established a call center and trained them in a script to take questions and drive the sale with clear incentives to upsell
• Support this with a 4 color over-sized postcard mailing to the same audience in the same zip codes to create a Perfect Storm of buzz, interest and awareness
• In-house demonstrations at kitchen and bathroom stores serving those zip codes
• Press campaign to drive interest in the local media about this interesting, unique product offering

 

The Results:

• Campaign currently underway

 

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