Case Study: Hunter Douglas Fabricator Meeting
Applause Shades
Challenge
Hunter Douglas wanted to refocus the branding of their line of shades called Applause. They decided it would be more profitable to target a specific demographic – women in their 30’s (married with kids, career women without kids, married career women with kids). By giving their fabricators a more defined demographic, their marketing strategy would become more focused.
Solution
Two strategies were used.
Strategy One: The first strategy involved producing a DVD that highlighted these three types of women, each in her own setting: entertaining in the living room…baking cookies with her kids in the kitchen and rocking the baby to sleep in the bedroom.
This DVD was sent out to their fabricators as a reminder of this new focus.
Strategy Two: The second strategy was to create a live custom musical comedy show that surrounded their fabricator meeting in Chicago. Again, we created three specific vignettes around each of the targeted women.
These vignettes were interspersed with speakers from Hunter Douglas telling the story that included additional important information and data.
The finale brought all the women together singing the praises of Applause shades while involving the audience in the production. Fabricators were seen throughout the rest of the day singing the finale song…thus the Hunter Douglas message.
