Project: Product category reposition
Trivantage is an international supplier of specialty fabrics and hardware used in the manufacture of awnings, structures, signs, casual furniture, tents, umbrellas, marine products (interior, tops and covers) for residential, commercial and architectural applications. Trivantage was offering a full line of retractable and stationary awning products to their dealer base. The challenge was to create a campaign to position their proprietary products along with other manufacturers’ product as a single brand, and to expand their dealer base across new markets including residential, hospitality and architectural. The industry was using the term “Sun Control” for this product category. Our team recommended changing this to “Shade Solutions”. Focusing on the benefit not the feature. Plenty of lively discussions were had. But this redefining of the product was embraced and has since led and revolutionized the industry as well as propelling the client’s proprietary awning product brand. The solution was “People love shade”. A campaign targeting both B2B and B2C audiences demonstrating how people seek out shade or react to the need for shade.
THE RESULT: a 155% increase in dealer enrollment within just three months.
Consumer print and online ads | Website using peopleloveshade.com | Video | Trade show roll-out | Dealer webinar training | Dealer recruitment kit | Dealer self-promotion kit | Consumer product literature | Trade media and public relations