Brand Revitalization
Stero:
Energy-Efficient Brand Awareness.
In preparation for the National Restaurant Association Show, Stero wished to bring renewed attention to their brand and generate interest in its innovative new line of energy-efficient equipment. Although respected as a specialist in the field, Stero is an underdog in their category, so lack of brand awareness was the ultimate obstacle to overcome with end users. In addition, Stero needed sales reps to be both excited about the product and armed with marketing materials.
ACTION: Based on C3 Intelligence™, GodwinGroup implemented several marketing strategies to generate awareness of Stero's brand and product line. We started with a strategic renaming of the entire product line to highlight its energy-saving point of difference and distinguish it from similar products. In addition to a strong public relations push, the main thrust of the awareness campaign was an out-of-the-box advertising effort that made the brand stand out in trade publications and highlighted the product line’s main benefits.
REACTION: Following the campaign and NRA Show, sales were strong and visits to Stero's Web branding site increased significantly, as did interest from trade pub editorial.
* GodwinGroup keeps sales figures and other specific results strictly confidential for clients who are privately held companies.
THE WORK |
