After 20 years of successful partnership and a huge extension to the store, we just knew the time was right for a complete brand and marketing refresh for Hatters.
When proposing a refresh of a well-established brand, serving the community for over 60 years, we had to be sure that we carried the staff and the customers along with us.
Hatters were refurbishing and extending their Bedford store and recently had added 'in-store' concessions extending the retail proposition to visiting customers.
So the time was right to modernise the brand personality and to revitalise the look of the location and the marketing.
It had to be more evolution than revolution and it had to work across all aspects of the business.
Our work started with an enhancement of the trading name which needed to embrace the increased size of the furniture store and the new retail offer including the cookshop, home interior decor, and quality clothing concessions, - we found the perfect solution:
Hatters Home & Style.
We then realized a complete brand identity refresh, including new brand guidelines and logo, signage, livery, stationery, print and marketing collateral, and online social and website update.
Finally, a marketing plan was established comprising launch and follow up sale campaigns, these included activity across TV, VOD, radio, print, outdoor and social media online.
A video with creative highlighting the Hatters 'in-store' experience was produced. This was made into 30 second commercials cleared for TV, together with radio commercials featuring the same music track and voice-over, and designs for 96 sheet outdoor billboards. We carefully planned, bought, and managed airtime across ITV micro areas, ITVX, AdSmart from Sky, and local radio, all targeting potential customers in a 30 mile radius of the store.
It was an enormous success, a delighted client, happy customers and staff, and most importantly increased footfall and sales.
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