The challenge. As a challenger brand in the trade sector, Magnet Trade tasked us with reviewing their brand positioning and communications to build engagement, encourage growth and re-establish their trade credentials with their vital trade audience.
The work. Through extensive research and strategic planning, we identified and developed four points of difference that would resonate with the trade audience, providing reasons for them to believe in our new proposition: ‘Trade is our business’. We then built on this core message through a carefully planned programme of integrated communications, while also creating strong, simplified statements that the network of over 170 stores could support in their everyday behaviour.
The results. Since roll-out, the repositioning has received an overwhelmingly positive reaction within the business, from store colleagues, senior managers and business leaders alike. We’ve seen significant changes to many of our key business performance metrics such as an increase in both footfall and in their account base. Most importantly, the repositioning project has helped us achieve our original objective: validating Magnet Trade’s position within the trade market, and increasing kitchen and joinery sales as a result.