Opening up to the Commercial Market Marketing: Transitioning Residential to Commercial Market
• Developed the “See” campaign that carried through in all materials and communications
• Created a ”wrap” tool with commercial message to encompass existing sales tool, to lead with platform
• Distributor support postcard
• Distributor ads
• Website update and online presence
CLIENT
Marvin Windows and Doors, a premier manufacturer of made-to-order wood and clad wood windows and doors.
SITUATION
With a rich company history spanning over a century, Marvin Windows and Doors is a highly recognized manufacturer in the residential market. Although the company also produces window and door products for commercial construction industry, it was finding that its solutions were often overlooked by architects for commercial applications. To better reach architects and educate them on the company’s commercial products, Marvin approached Function: because of its industry specialization. They asked Function: to create a brochure that inserted into the pocket of a generic brochure Marvin had in stock. Thinking of what would appeal to the audience and increase market saturation, Function: recommended developing a strategic message platform which would be used across multiple tools to speak to Marvin’s commercial offering. The idea was that the commercial message should lead rather than be hidden in a pocket of an outdated brochure.
In order to get the commercial message upfront, Function: design a quadfold wrap that would go around the existing tool. On one side of the wrap was the platform messaging “SEE”. See Marvin in Commercial Solutions Everywhere. See flexibility. See Custom Solutions. See Proven Performance. The goal behind the messaging was to help architects envision Marvin in commercial buildings, and give them specific reasons why. The other side of the wrap featured an at-a-glance of product offerings with basic information pertinent to commercial building. The “SEE” messaging platform was utilized across multiple tools, including dealer ads and promotions, as well as the commercial section of the company’s website. At the onset of the project, Function: utilized its architectural advisory board to gain a firsthand understanding of what the architect looks for in a commercial window.
RESULTS
The brochure has proven to be such a useful tool and messaging piece that the sales force no longer uses the previous tool, which there are still 30,000 of. It has been tremendous in creating brand recognition for Marvin in this arena.
