Like many companies in New Zealand, Hallmark Group have a long and rich history. In the same breath, they realise that diversity and innovation are critical for future success. A strong family business with a new generation building the foundations for long term sustainability and deeper ties with its customers.
The goal was to align themselves with leading-edge and sustainable decorative products that enhance New Zealand commercial and residential properties.
DecoForme is the second of a new product range to be launched as part of this strategy, focusing on developing long term relationships with Architects, Interior Designers, Builders, and Joiners. The diversity of this new range has resulted in an evolution of the marketing and sales strategy of the group that previously relied on a traditional sales model.
The DecoForme brand strategy was developed using one-to-one market validation with the core audiences over 12 months before the development of the market offering. During that time, we worked with current and future clients to understand not only their needs but those of their customers and how they interact in the design decision making process.
The three year strategy of enhancing their ‘share of room’ is a diversification model using their current expertise and infrastructure to increase their market share in new areas while leveraging their reputation and skills, leading to increased relevance in a developing market.
Inspired by the superior qualities of the product, our goal was to create an emotive experience even before the product was handled by the customer. By designing a “chocolate box” to contain the product samples, we deliberately gave DecoForme a strong high-end presence when compared alongside competitor products. We found this to be a powerful conversion tactic as DecoForme is able to hold its own when presented to clients and end consumers alike.
A key goal was to enable the quality of the product to inspire and capture the audience early on in order to supersede any price point objections. The aesthetic of the sample presentation was planned to be simple and enhance the product itself rather than overpower; to create the story from the first interaction.
The focused digital launch strategy resulted in over 60% of enquiries being generated through social media, primarily Instagram. This was designed to produce results based on the change in behaviour by the industry when researching new products. The compelling campaigns used stills and video imagery to drive engagement to a landing page where samples could be requested.
Once the samples were received by potential customers, we had an overwhelming amount of positive feedback and enquiries on both the packaging and the product range. In the first 8 weeks we received over 100 sample and quote requests for a previously unknown brand.
“From day one Grant and his team have been exceptional in our journey to increase and develop new brands, and the concepts that they have created have exceeded all our original expectations.”
Braden Hickmott, Development Director, Hallmark Group