Smith + Noble

Case Studies

Smith + Noble

Objective:
Re-evaluate the company’s brand strategy and reposition the company to target a new customer segment


The Situation:

The leader in online window treatments wanted to change its business and brand positioning strategy to include a new customer segment. The company current model was to have customers order and install window treatments themselves (Do-it-Yourself Segment) but was interested in serving customers that needed assistance (Do-it-for-Me). They needed to better understand their customer base and see if there was enough customer interest to expand the business model and launch a new marketing initiative.


What BLM Did:

  • Conducted one-on-one interview with management and consumers
  • Conducted an extensive, segmented online survey of over 300,000 existing and lapsed customers to better understand needs, brand perceptions and behaviors
  • Analyzed results to validate and size business model opportunity
  • Worked with the management team to develop an updated brand positioning strategy incorporating the new segment while maintaining foundational positioning elements
  • Validated the positioning with consumers
  • Introduced web development agency to execute site architecture changes and test design changes to accommodate new positioning
  • Worked with management to develop updated brand creative strategy and messaging platform

The Result:

Helped client validate new repositioning strategy and develop an updated brand positioning statement and creative brief. Client grew revenues and expanded its customer base during recession.

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