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Work > Case Study | ProductSYNC/Alliance & Affiliation Marketing . . . a marriage of two powerhouse brands
Client Background:
Personal Preference, premiere provider of art-on-canvas and wall decor industry leader for 28+ years. During their entire time in business, Personal Preference adhered to a direct selling business model to acquire clients, consultants and sales.
Objective:
Increase market-share by re-inventing the Personal Preference approach to target market segmentation.
Recommendation:
Creation and execution of a home decor Alliance & Affiliation program and a ProductSYNC (product placement) program to create awareness for the Personal Preference product line and business opportunity to new target audiences outside of the direct selling business model.
Strategy/Solution: Execution of the Alliance & Affiliation program to various industry partners. First contact; StagedHomes.com home staging community. Second contact; ABC's smash hit Extreme Makeover: Home Edition.
Approach:
Develop and execute a customized Alliance & Affiliation program for StagedHomes.com and ProductSYNC program for Extreme Makeover: Home Edition - each providing promotional and product placement oppotunities in return for promotional considerations. Customized promotional program vehicles included; promotional microsites, HTML e-mail campaign/distribution, PURLs program, database marketing, on-air brand mention, show credits and static cards, etc.
Results:
Personal Preference experienced a substantial increase in brand recognition through the promotion of their product line to 1 million+ average weekly viewers of Extreme Makeover: Home Edition and over 12,000 StagedHomes.com home stagers. Both newly acquired alliances translated into increased sales and story selling opportunities throughout the overarching Personal Preference marketing planning.