Since its January we thought we would keep this month’s newsletter as warm and cosy as we can with a case study all about stoves!

Instead of focussing on one of our marketing services we focus on one of our clients who we have helped to use several marketing methods in a fully integrated and highly successful campaign.  Bright Heat Stoves are a new full service wood burning stove company which has recently been  launched here in the Borders. The owners approached us last summer regarding a marketing strategy and promotional campaign for the venture.

Here’s a step by step guide to how we worked with the team and helped them to get off to a flying start, we hope you enjoy reading their story.  

Yours, Fiona, Janice and Fiona

THE STORY
Bright Heat Stoves is the brainchild of father and son team Hamish and Fraser Hunter from Stow. And whilst the business might be a new addition to the stove market, they are certainly not newcomers to the world of building projects and wood burning stoves.

As owners of well established local firm Hunter Architecture, it was becoming more apparent when dealing with their clients that there was the need for a full service wood burning stove supplier in the Borders. A supplier who could be trusted to offer really good advice, who could make sure that customers get the stove that is right for them, backed up with an unrivalled knowledge of building and safety requirements. This specialist expertise combined with the fact that they are professionals who fully understand the use of space and the importance of aesthetics makes them quite unique.

With such a good concept, it was clear from the beginning that there was a strong business case for the new venture. But to capitalise on the potential, Hamish and Fraser needed help to raise awareness and successfully launch the business in the market place from scratch.

"Bright Light Marketing provided us with a comprehensive marketing package which encompasses all our needs while keeping within the constraints of our budget.

Starting from scratch with our fledgling company, Fiona, Janice and Fiona quickly understood our specific needs and used their extensive knowledge to prepare an agreed plan of action which was both targeted and effective.

We have no hesitation in recommending Bright Light Marketing". Hamish Hunter

THE MARKETING JOURNEY
Here is a step by step guide to the marketing journey taken by Bright Heat Stoves.

MARKETING PLAN
Fraser and Hamish met with Bright Light Marketing to discuss their vision and ideas for the business and asked us to produce a Marketing Plan which would provide them with a clear strategy as follows.

• Marketing Strategy – Where the business wants to be in marketplace in the short, medium and long term.
• Identification of Key Customers
• Clarification of Key Messages
• Key Objectives
• Communications Plan
• 12 Month Action Plan
• Measurement and Evaluation
• SWOT (strengths, weaknesses, opportunities and threats).
• PEST (political, economic, social and technological).
• Outline of current key trends in the market.
• Competitor Audit
   

The Marketing Plan then served as the working document for Bright Heat Stoves to follow, providing a clear Action Plan of what marketing activity should be carried out on a monthly basis in order to ensure that the business achieves the goals set out in the Marketing Plan.

BRAND IDENTITY
Following on from the recommendations in the Brand section of the Marketing Plan, a contemporary new brand identity and accompanying strapline was developed and produced for Bright Heat Stoves. The new brand identity fully encompasses the brand values and promotional messages that were identified in the plan.

The new brand was then applied consistently to all customer facing points of contact including showroom signage and graphics, vehicle livery, team uniform and of course website and all marketing materials.

WEBSITE MARKETING 
Again following the recommendations from the Website section of the Marketing Plan, a new website was developed and launched which fully embodies the key messages and values for Bright Heat Stoves. Bright Light Marketing helped to tell the story by assisting with copywriting, blogs and real life case studies.

SOCIAL MEDIA
In partnership with Bright Heat Stoves, we implemented a social media strategy for the business, this included growing a targeted following and building interest on Facebook and Twitter pre- launch and keeping the momentum going during and after launch. This has certainly helped to establish the business in the Borders community and beyond in a very cost effective and immediate way.

NEWSLETTERS
By capitalising on existing contacts and network, targeted e newsletters were delivered pre and post launch, again this has been a cost effective way of raising awareness and telling the story of Bright Heat Stoves in an informative and engaging way.

PRINT
Bright Heat Stoves produced a range of quality servicing print for their stove range and we also helped them to produce a more generic promotional leaflet which promotes their whole product range and full service approach. Top quality graphic design and copywriting has helped them to convey the quality products and service on offer and has set them apart from the competition.

ADVERTORIALS
To raise awareness of the business in the local market, a large advertorial was taken in the local press to very good effect. Again by using quality graphic design and copywriting, we helped them to get the attention they deserve in the early stages of the campaign, this not only raised awareness and got their name and story out, the advertorial also resulted in enquiries which converted into actual business.

The advertorial feature was supported by a fully branded display advertisement.

LAUNCH EVENTS
Bright Heat Stoves held a launch event in the new showroom to give contacts the opportunity to see the stoves and talk to Hamish and Fraser in person. Fully branded invitations were sent out and a very enjoyable event was held as a result.

BURNING BRIGHT
From meeting the team and writing the Marketing Plan in the summer to helping Hamish and Fraser launch the new business in October and implement the marketing campaign. We are delighted that the businesses has already achieved very impressive results, of course it helps when you have got a first class product and service to promote but what we hope we have shown here is that a fully integrated approach to marketing makes all the difference. No one piece of activity can stand in isolation, ‘advert in the paper job done!’ is definitely not enough these days.

Whether you have a brand new business to launch, an existing business to promote or have plans to expand, if you use a combination of the marketing methods outlined above and do so with creativity, intelligence, consistency and style you will reap the rewards.

If you have a good product and a strong Marketing Plan to follow, your business will get the attention it deserves and you will realise your true potential in the same way that Bright Heat Stoves are doing.

To get the attention your businesses deserves give us a call on 01750 505051 or email info@brightlightmarketing.co.uk.