CLIENT STORIES: ALLURA
New Logo, Website, and Sales Collateral In Two weeks?
Done.
OVERVIEW
When companies need things done right & fast, they come to On-Target!. Allura needed a full brand development on short notice that included a new name, logo, website, tradeshow material, and enough sales collateral to close some deals.
Allura is the fiber cement arm of Elementia, one of the world's leading manufacturers of building materials for the construction sector with operations ranging from Bolivia to Oregon.
TACTICS DEPLOYED
- Creative Development
- Graphic Design Support
- Web Design and Build
- Video Production
- Event Marketing
- Outdoor Marketing
- B2B/B2C Sales and Marketing Support
NEW NAME, LOGO & BRAND POSITIONING
NAME & LOGO CHALLENGE
The name allura was chosen as the fiber cement arm of Elementia to elicit the alluring nature of the color and texture options they provide. Carrying this theme, the logo was designed to show a small color palette of squares similar to how customers would actually select their texture and color choices with a mixture of samples. Using the combination of these elements along with striking imagery of women modeling the samples brought immediate brand recognition and positioning. Within less than 18 months, allura was picked 'Top Siding' brand by the industry in Builder & Developer magazine's Brand Preference survey.
NEW WEBSITE
WEBSITE CHALLENGE
Faced with the challenge of showcasing a new website that provided home buyers a new choice in an industry that was dominated by a single competitor, allura needed to quickly provide their customers beautiful product options that were customizable to gain valuable market share. With easy to understand value propositions, clear messaging and stunning visuals, their new website attracted new buyers and positioned them as a strong alternative. Within 7 months they were able to gain broad brand recognition and over 650 new leads with almost all of them converting into new sales.
TRADE SHOW & SALES COLLATERAL
TRADESHOW CHALLENGE
We were informed that in less than a month allura had a 20'x50' booth at the largest international building show. Given the timing, allura asked for a 'Coming Soon' banner, but they needed to make a big impact with less resources than their larger, more established competitor. Our unique strategy was to close the booth as a 'Secret' booth with casual seating, a bar, and V.I.P. access via a red carpeted entry. Using a combination of branded apparel, beautiful signage, and eye-catching sales collateral, they became the talk of the show and recognized as a 'Best in show' by NAHB. As a byproduct of the booth design, many visitors stayed for 15+ minutes and left with the knowledge that there was a fresh new choice in the fiber cement market that had been previously dominated by one company for years.
"Magic happens when the right message is put in front of the right audience at the right time. That's what we did for Allura."
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