
Branding and sales-driving communication
Creating communication for high commitment products and durable goods requires a perfect balance between emotional and rational arguments that meet the recipient at the right moment when he or she is receptive to new messages. The sales process is complex and the consumer is more aware than ever. This is especially true for kitchens, bathrooms and storage solutions.
Background information
The Ballingslöv brand and company are part of Ballingslöv International AB, which is one of the leading manufacturers of kitchen interiors in Scandinavia and the UK. The products are sold under a number of strong brands and well-known brands in each market, such as Kvik, Multiform and Ballingslöv. The group has production in Sweden, Denmark and the UK, has a turnover of around SEK 2.3 billion and employs around 1100 people. We at Navigator have worked with several parts of the group but mainly focused on the Ballingslöv brand in the Nordic market.
The mission
Navigator has worked with Ballingslöv since 2005 on everything from strategic brand-building communication to sales-driving marketing activities. The goal has been to position the company and the brand towards consumers and retailers under the concept "Everyday Joy". And to position the product range and the constituent products based on form, function and added value to different target groups.
Strategy
Competition in the market has gradually increased over the years as the number of players in the kitchen and bathroom sector has grown. The buying process is long for this type of durable product, and a wide range of both functional and emotional added value is required to convince customers. The ambition has been to position the products as Swedish-made, locally produced and long-term sustainable, among other things by showing that the company has been protecting the resources in the local environment since its inception in 1929, with a focus on utilizing, reusing and conserving.
Segmentation and packaging
Ballingslöv's kitchen and bathroom products are created with various customers in mind. The characteristics of the products have been strengthened through collaboration with, for example, well-known architects. Different added values have been defined and highlighted for different parts of the range for different target groups.
Target groups
Private market | End consumers, retailers, own stores, DYI stores, etc.
Business market | Architects, construction companies, housing companies, etc.
Solution
Under the 'Everyday Joy' customer promise, we have been involved in creating everything from TV spots and brand-building advertising to sales activities and store concepts. End consumers, retailers, builders' merchants, the project market and architects have been targeted with inspiring and engaging campaigns.
Brand strategy
Development of the "Everyday Joy" strategy and concept
Advertising
Development of branding and sales-driving advertising.
Catalogs
Production of catalogs for several years for kitchens, bathrooms and storage.
Local advertising
Production of advertisements for the local and regional shops.
Shop material
Development of in-store sales promotion activities and materials.
Advertising film
Development of brand-building commercials.
Inbound marketing
We have helped Ballingslöv to develop relevant and interesting, keyword-optimized content for the new website with a focus on kitchens and bathrooms. We have also been involved in creating personas and the structure of the website to cover the visitors' decision journeys. To generate and manage leads, we have also helped Ballingslöv on board the HubSpot platform and developed guidelines for lead scoring and progressive profiling together with Ballingslöv. Here you can see examples of activities.