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Competitive Advertising Review
Emma Howie
July 28, 2011
Objectives & Methodology
• Search for competitive advertising activity in 2010-2011 through a variety of local magazines.
• Discover the basis of what our competitors are doing in regards to magazine advertisements, creatively.
• Observe in what ways we are strong and how we can adjust our creative campaign in order to produce more traffic and sales.
• Competitive set includes:
Highlights
• All showrooms except for Ferguson put a higher focus on products and fixtures opposed to a “face” to the brand and customer service.
• All showrooms creatively show quality brands in their advertisements.
• All showrooms have multiple different magazine advertisements and show different types and styles of bathrooms
Designer Bathowned by Salem plumbing supply
Showroom Location(s) 1 location, Beverly, MA
Positioning Modern and new, a more luxurious, unique and sophisticated brand and showroom
Support messages Top brands Expertise/65 years of experience Award/recognition symbols to establish
expertise and credibility (Best of Boston, Best of Northshore)
Tagline ----
Tone Rejuvenating
Look and Feel Luxurious, high-end, stylish
Target Upper, middleclass, gender-neutral
Offer $100 off every $1000 you spend (Spring 2010)
Call to action Address/contact information
Co-branding Each ad features the logo of one manufacturer (Duravit, Robern, American Standard, Toto, Stone Forest)
Of Note Headlines are not used; showroom name is lead-in to print ad
Ads showcase a range of full bathroom photography; different styles featured in each ad to appeal to wide range of tastes
Photography assumed to be stock; vendor provided?
Connects showroom brand to wholesale brand with “and Salem Plumbing Supply” under brand name
^ Awaken Your ImaginationExperience Our Showroom
< Special Deals:For every $1000 spent, get $100 off
-Celebrating 65 Years-The Best of Northshore-Best of Boston Home 2009
Kitchen & bath galleryowned by supply new England
Showroom Location(s) 9 locations, Southern MA, RI, Guilford, CT
Positioning New England’s choice showroom
Support messages Top brands Inclusive of all needs: Kitchen & Bath
Cabinetry, Faucets, Fixtures, Tile* and Accessories
Opportunity to create one’s vision
Tagline Picture Perfect.
Tone Classic and Comfortable
Look and Feel Tasteful, bright, homey, reasonably affordable
Target Middleclass homeowners, more feminine
Offer N/A
Call to action www.Kitchenbathgallery.com, features addresses of gallery near you dependent upon subscription
Co-branding Appeared on each ad. Kohler and Bertch
Of Note Connects showroom brand to wholesale brand with “Supply New England’s” above brand name
Mostly white fixtures Gallery features cabinetry Trying to put off a comfortable and relaxing
aspect to the bathroom, shows ½ of room
< Visit our gallery to view stunning displays and home environments to help you envision your own “Picture Perfect” kitchen or bath
Nothing speaks elegance and invites sheer relaxation better than a bathroom by Kohler ^
Highlights key brands and expands off of bolded phrase
Waterspot Showroomsowned by ardente
Showroom Location(s) Providence, Woonsocket, Westerly (RI) and Natick (MA)
Positioning All inclusive, chic one-stop showroom,
Support messages All inclusive, they have everything one would need
Exclusive collections and fixtures Faucets, fixtures, lighting, decorative hardware,
heating solutions
Tagline - - -
Tone Innovative, highest technology
Look and Feel Modern, unique, clean, sleek
Target Upper middle class, gender neutral
Offer N/A
Call to action 800.485.7500, State & Street of locations, www.water-spot.com/bm
Co-branding Uses notable brands in each advertisement (TOTO, Axor, Hansgrohe, Elkay, American Standard)
Of Note Connects showroom brand to wholesale brand with “Ardente Supply Company” above brand name
Shows many pictures/fixtures Does not show full room Totology- reference to green movement
^ 4 Locations and contact information
Unique choices. Beautifully served
<Your home is more than faucets and fixtures
Exclusive collections >
Ferguson bath, kitchen & lighting gallery
Showroom Location(s) Across USA
Positioning Established in the field, reputable, “we know best”-highlight the showroom consultant as the key point of difference for our Ferguson Bath, Kitchen & Lighting Brand
Support messages Dreams ‘Let us orchestrate your dream’ or ‘Delivering your dream’
Tagline - - -
Tone Versatile, professional, creative/innovative advertising
Look and Feel Varies depending upon add. They present themselves as a notable company, elite, customer service based
Target Caters more to women, middle-upper class
Offer N/A
Call to action Designed specifically to location, single or multiple locations, address, and # for showroom. www.ferguson.com
Co-branding Uses key brands in almost all advertisements. Primarily KOHLER, some Brizo
Of Note Almost always a woman in the picture Variety of different ads, looks like several different
campaigns, NEW- with “Kate” their spokesperson Some with a more sleek look, one female and more
sophisticated look (for one location) Many show several different fixtures
You’ll find the largest range of quality brands, a symphony of ideas, and a trained consultant to help orchestrate your dream
Please visit our showroom for personalized professional service ^
< Delivering Your Dream
Look book 2011
Porcelanosa
R.I. Kitchen & Bath
Metropolitan Bath
Majestic Kitchens & Baths
Snow and Jones
The Bath Showcase
Frank Webb’s Bath Center Apex Kitchens & Baths
Lifestyle