Background
Straight Marketing has been working with Sidmouth-based Potburys since Spring 2011 when Straight Marketing was appointed to provide monthly marketing support on a retained basis.
Potburys, which consists of a furniture store, removal business and auction rooms, is a long-standing firm with an established reputation in Sidmouth.
Challenge
The furniture store had a loyal client base but wanted to broaden its customer base and attract new customers.
Solution
> A re-brand of the firm’s visual identity to help remove some of the misconception that Potburys was a traditional ‘old fashioned’ firm.
> Commissioned a local design agency to come up with a new logo and corporate identify which was more modern and appealing to a slightly younger target audience yet still reflected the elements of quality and tradition which the business was well known for.
> Acted as the liaison between the design agency and Potburys.
> Undertook an advertising review to determine whether Potburys was using advertising as effectively as possible.
> Identified significant cost savings simply by adjusting the size of its adverts and reviewing the publications it regularly advertised in.
> Identified new advertising opportunities and negotiated discounts with existing media.
> Updated all adverts to reflect the new branding and make them more appealing to the target audience.
Outcome
> Increase in new customers, both locally and from other geographic locations.
> Advertising expenditure reduced by approximately 50% whilst still achieving a broad exposure across a range of publications.
Client Comment
“We have been really pleased with the service provided by Straight Marketing. I am extremely busy managing the day-to-day demands of the business and have little time to think about marketing. Alison takes the burden away for us and deals with our needs proactively and efficiently. I can relax knowing that our marketing is in safe, capable hands.”
- Michael Lee, Managing Director
