Case Study

Client:

Roberts Arts & Crafts

Capability:

Branding, Marketing Strategy, and Creative

Campaign:

Ongoing

Challenge:

Ahh, brand awareness. Sounds good. Isn’t everything. And if you’re out to get some, it’s usually a sign of a larger issue — like the need for a more established position — a foundational strategy that differentiates your brand from the competition.

Well, we could talk about all this marketing stuff until we’re blue in the face, but that idea was already taken (now showing at the Bellagio). The real crux of branding and positioning issues, such as the one Roberts Arts & Crafts came to us with, is that quick fixes are not an option. Branding takes time. It’s an investment that pays dividends that while often intangible, can create very tangible and lucrative results. Roberts needed a solid position in the largely undefined craft-supply market, something to make them stand out — something to highlight their uniqueness — something like blue faces.

Solution/Execution:

Crowell takes a slightly different approach to clients than most agencies. We actually talk to them — what an idea! Workshops with Roberts allowed us to get to know the internal mindset of their business vision, while focus groups helped Roberts get to know their customers, both existing and potential. Then we sang kumbaya.

After a truly righteous jam session we got back down to business, performing an in-depth competitive analysis that pitted Roberts against four national and local competitors. When the dust settled, we swept it up. What we found was encouraging. The arts and crafts market lacked a strong market leader. Customers viewed all craft retailers as the same. After all that talk we finally realized to whom we should really be talking. Roberts’ unique brand emotion appeals most to the often overlooked audience of working moms and professionals. Now all we had to do was talk to them.

Results:

Turns out that a lot of talk can produce concrete results. Such as Roberts’ newfound brand foundation. And at least one pun. Roberts Arts & Crafts is now the proud owner of a new home in the minds of consumers; market leader.

Crowell doesn’t own a time machine, but if we did, we’d go back and tell the young Keanu Reeves to seriously consider a career in insurance sales. Then we’d fast forward a few months to let you know all the hard data of the Roberts campaign success. But for now take comfort in the knowledge that with a strong brand position and the right emotional notes, Roberts Arts & Crafts is poised to take over its market like a paper-mache alien attack.