HOW CAN REPOSITIONING A LUXURY BRAND HEAT UP SALES?
Mr. Steam, a division of Sussman Automatic Corporation, was established in 1917. The company was revolutionary with regards to the usage of steam, to include making boilers for the military. Eventually, Sussman wanted to bring the luxury and benefits of a steam bath into the home; thus, Mr. Steam was created. Mr. Steam soon became a category leader, but sales were often limited to an afterthought at the dealer level; the general consumer had little awareness as to the benefits of steam, so seldom requested a steam shower when shopping for a new bathroom.
Educate consumers and drive awareness for the health and wellness of an in-home steam shower. Amid popular culture, as personas including “yoga mom” and “organic” awareness were growing trends … Kleber & Associates was appointed to market Holistic Healing and help increase homeowner demand within the plumbing channel. Research conducted by the agency to determine plumbing contractors’ favorite brand at the time was, “Whatever She Wants”. As such, validating the influence potential of our target audience: The Chief
Purchasing Officer of the Home.
Health and wellness benefits of a steam shower (respiratory, skincare, physical wellbeing, holistic healing) were identified for use in branding strategies and messaging. The “SteamTherapy” brand was trademarked and the agency expanded the concept into a new website, informational videos, product packaging and a consumer focused magalog… which was distributed in decorative hardware and plumbing showrooms.
The re-branded “Steamtherapy” campaign help grow consumer desire and resulting increased dealer sales for new and renovated bathrooms. Website traffic and time on site increased threefold. What’s more, the campaign was recognized by a jury of peers with the prestigious MarCom platinum award.