How could we help Deholi, an expert in B2B interiors, conquer the market of private renovations? Should they offer this new service under their existing name or would they need a new sub-brand? Should they wait for corona to end before launching? How can they define their offer and how can they distinguish themselves from existing players in that market? And what would this new business mean for their business model, current communication and customer follow-up? What started with a simple idea for growth, spawned a lot of deeply rooted strategic questions for Deholi.
Since we had been working for Deholi for some time, we were particularly well-placed to provide them with full support and advice on how to tackle this new venture. We analysed their current offer and services, explored the B2C market and, together with their team, defined a unique Deholi approach for full renovations, tailored interiors and structural overhauls. By maintaining Deholi as a brand, we were able to build on their 30 years of experience and the credibility of hundreds of projects for major clients. But by placing the new offer on a second website, we were able to introduce Deholi Totaalrenovaties to private individuals on their own terms.
In the wake of the corona crisis, we saw a unique moment to inspire people to reinvent their lockdown space and convert it into a new dream home. We did this in an “Experience your space” campaign that linked expertise, dream homes and starting fresh. By launching the campaign in the press and through sponsored social media posts, Deholi Totaalrenovaties saw an immediate return in traffic.
The advertising campaign led people to the brand new B2C website, where we let beautiful images of materials, craftsmen and the craftsmanship of Deholi do the talking. An automated lead follow-up ensured new customers were identified, tracked and contacted by a Deholi project manager – ready to help them get their dream renovation.
Looking for a strategic partner who gets things done?
The new style, focus on our craftsmen and our craftsmanship, the tone of voice: everything was just right from the very first proposal. Brandstichters understood us perfectly and they were able to carry out everything exactly as planned.