Challenge: A brand facelift.
The Budget Blinds brand was in need of a campaign refresh. The new campaign was developed to focus on key differentiators, and to highlight the beauty and depth of product that the Budget Blinds customer expects.
As the largest window coverings franchise in North America, Budget Blinds is able to offer the best product with quality brands, expansive depth/breadth of selection, and style. Additionally, they have Style Consultants who provide personal in-home design consultations for every client.
Our challenge was to communicate key brand benefits in a way that was meaningful to the core target audience.
Strategy: Understand your customer.
First, we needed to better understand the Budget Blinds customer, both from a demographic and psychographic perspective. We conducted a customer profiling study (Look-Alike Modeling) and discovered that the Budget Blinds customer was more mature and affluent than the last time research was conducted.
We created a campaign that resonated with this audience and uniquely positioned the brand benefits while elevating the Budget Blinds brand. The primary message communicated the depth of product selection in a clever way while also reinforcing how your personal style comes through as a result. We shot new photography to ensure that Budget Blinds was positioned as a leader in the industry with on-trend product and styles. The messaging also communicated the fact that Budget Blinds’ Style Consultants were just a call or click away to assist with an in-home consultation, and more.
Results: Inspire your customers to aspire to your brand.
The new brand campaign launched with a print campaign and website refresh. The campaign continues to be extremely well-received by both consumers and franchise owners alike.