The Issue:

Gilberts is the largest independent furniture company in Staffordshire. For many years it has been synonymous with classical furniture, not in the least due to its gothic style identity. As a result, it tended to attract only mature purchasers and was missing out on the younger, middle-market home-making couples and families. In short, its branding and identity saw it perceived as being rather stuffy and old-fashioned.

The Challenge:

To change attitudes and perceptions in the younger market without alienating the existing customer base. To raise awareness and promote brand recognition and recall.

Our Response:

A strong 'push' strategy to re-engage with the local market and drive traffic into retail outlets.

The Execution:

An integrated marketing communications campaign incorporating numerous tools, namely direct mail, local advertising and new corporate identity. A sustained advertising programme prompting strong recall and driving new visitors to stores. A direct mail programme sent to 250,000 residential prospects.
A new positioning statement and proposition for Gilbert's: 'Staffordshire's Premier Furniture Store'.

The Result:

Increased market share, improved sales figures, better awareness and a change in perceptions. Conversion of clients away from other premium stores towards Gilbert's.

We are pleased to provide this reference for Mr Martin Clunn of Creative Avenue Ltd with whom we have been associated for more than 3 years.

We have been delighted with the suggestions and attention to detail of the work carried out on the rebranding of our company.

The work involved has included new logos, graphic design and artwork for our new brochures, all supplied to the highest standards and also at very competitive prices.

We have been more than happy with the scheduled programme supplied by Martin and all work has been carried out with in the time agreed.

Chairman