Marketing strategy to broaden Fired Earth’s customer base.
We were asked by Fired Earth to deliver a marketing strategy around whether their tile brand could be stretched to appeal to a broader market. To gain a better understanding of the brand and its potential we undertook extensive internal and customer research in stores across the UK. This generated a number of marketing insights which we were able to use to make the tile range appeal to a broader audience as well as making it appear more affordable. We then developed a range of propositions for use in marketing campaigns throughout the promotional calendar including: using expensive tiles as a feature; using floor tiles as wall tiles; combining Fired Earth paint and tiles; and getting a free colour consultation in stores.