“Errington Integrated Marketing is our trusted go-to resource for all things marketing. Their advice, creativity, and reliability have elevated our marketing presence and allowed us to spend more time growing our business.”

Fusion Stone integrated marketing strategy case study testimonial
Steve Shouldice

Introduction

Fusion Stone integrated marketing strategy case study introduction

Fusion Stone is a unique, stone cladding system designed for DIY installation. It is sold nationally, primarily through home improvement retailers. From the time of its introduction the brand enjoyed sales volume growth driven primarily by the unique nature of the product, product quality, value and expanding distribution.

Fusion Stone integrated marketing strategy case study introduction

The Challenge

Fusion Stone integrated marketing strategy case study challenge

Recognizing that the factors contributing to this growth could not be expected to maintain the pace, the client engaged ErringtonIM to conceive, build and execute a comprehensive marketing strategy for Fusion Stone.

Fusion Stone integrated marketing strategy case study challenge

The Solution

Integrated Marketing Solutions

Fundamental to every ErringtonIM plan is a commitment to integration, that is the incorporation of multiple media delivering a well conceived, compelling, and creative message.

The ErringtonIM plan for Fusion Stone included all of the following elements:

Website

Fusion Stone integrated marketing strategy case study solutions

The Fusion Stone web site was comprehensively redesigned and updated with a view to showcasing Fusion Stone quality and beauty while, at the same time, optimizing ease of navigation in a clean and contemporary visual environment.

This English and French design was then adapted for dedicated use on multiple platforms including cell phones and tablets.

Fusion Stone integrated marketing strategy case study solutions

Internet marketing

Fusion Stone marketing strategy - internet marketing

A web site is of limited value if it cannot be found. Our initial focus for Internet marketing therefore was search engine optimization (SEO). Our goal was to maximize traffic to the site from viewers who are interested in learning more about Fusion Stone or products like Fusion Stone. This required the development of a lengthy list of relevant key words that all major search engines would easily and repeatedly be able to locate on the new Fusion Stone site. The more often these search words were found and related to the Fusion Stone site the higher in the search results Fusion Stone would appear.

Fusion Stone marketing strategy - internet marketing

POP

Point of Purchase displays are of vital importance to the Fusion Stone brand. They are often the only way to catch the attention of consumers in retail stores.

ErringtonIM painstakingly researched options for various store configurations and sizes. The guiding principle was to find the appropriate and attractive display for each retail environment type at an affordable price.

ErringtonIM recommended and then designed and developed two display alternatives, made available in both English and French versions. These have been manufactured and are in use in big box stores across the country.

We are also working with Fusion Stone management on the continual development of creative and attention-getting permanent, semi permanent and racking displays.

Advertising (consumer and trade)

Fusion Stone marketing strategy - pop

The Fusion Stone client agreed with ErringtonIM that the brand was at a point in its life when advertising was necessary to build further awareness and drive both distribution and sales growth.

Although Fusion Stone is an excellent DIY product it is also appealing to contractors. Further, as with many home improvement products the purchase decision is strongly influenced by women. With these factors in mind ErringtonIM created two print ads in both English and French, one of which was adapted for both consumer and contractor targets.

Fusion Stone marketing strategy - pop

Collateral/ promotional material

Fusion Stone marketing strategy - collateral / promotional material

Fusion Stone sales rely heavily upon consumers having a clear understanding of what the product is, how it looks, how it can be used, how it is installed, what options are available, etc.

Brochure

The single best way to communicate this information in store is via a compelling and easy to use brochure. ErringtonIM conceived and designed an 18-panel fold out brochure in both official languages. The end result is a beautiful and highly informative guide for the prospective Fusion Stone purchaser.

Other materials

ErringtonIM has developed in-store display aisle violators and large format fence banners

Fusion Stone marketing strategy - collateral / promotional material

The Outcome

Fusion Stone integrated marketing strategy outcomes

For the first time in its history Fusion Stone had an integrated marketing plan directed towards key target audiences. The brand message and positioning was standard across all communication vehicles and projected Fusion Stone as the premium brand of choice within the stone veneer industry.

We and the client are confident that the impact of this and future marketing plans will have a positive and sustaining influence on the Fusion Stone brand.