June 28, 2012

Glasswells gets the creative treatment

It was too early to spill the beans on the work we won from Glasswells when we reported on this major new business win late last year. But we promised you an update – and we always deliver on our promises!

Glasswells is the largest home furnishings retailer in the region and we were charged with planning and implementing a comprehensive creative marketing campaign on its behalf.

Our brief was to evolve the perception of the brand and to ensure it was first and foremost in the minds of East Anglians as the number-one and natural port of call for all their home furnishings needs. To do this we evaluated everything. From the Glasswells brand proposition to the execution of all marketing collateral and advertising materials, no stone was left unturned.

We also reviewed how the company, which is headquartered in Bury St Edmunds, is communicating to its target audience, examining traditional methods as well as introducing new ways to attract a younger clientele.

Helen Littlewood, client services director at oneagency.co, lifts the lid on that process:

“Since 1946 Glasswells has been a very prominent name in home furnishings among the people of East Anglia. But to ensure continuous growth, Glasswells realises the importance of moving with the times by re-examining its creative marketing strategy. And so it came to us.

“We recommended a complete brand refresh – revamping everything from the corporate identity to in-store signage and livery – to re-enthuse existing customers and appeal to a new, younger audience.

“Home furnishings is a competitive industry and price-point alone does not motivate the customer to buy. By using confident typography, striking new photography and sparkling straplines, our stylish campaign showcases the quality and beauty of our client’s products and makes a sophisticated statement across all marketing materials.”

We’re also employing an innovative mix of marketing methods to deliver tangible results for Glasswells. This includes door-drop brochure distribution, email marketing and outdoor advertising. It’s early days, but so far the approach appears to be working – client has reported a strong start to the spring sale, which was up on last year, and a younger demographic coming into the store.

Helen concludes: “We’re really proud of this campaign. To be given such free creative rein by a client and to provide an iconic regional brand with a whole new look was a real privilege. That it also shows off the strengths of our integrated marketing strategy services is the icing on the cake for us.”