The challenge

Brewers Decorator Centres are building a new customer base with domestic consumers, in addition to their existing trade customers.

A new store opening in York was a big opportunity to tell local residents the story of Brewers paint expertise and their heritage as community partners. Our challenge – how to maximise the impact of the new store?

Our approach

The Connect2 team followed our tried and tested route map.

We surveyed the catchment area, mapping the location and interests of profiled new customers. We researched their interests and what was going in in the York locality that was engaging them. And we launched a partnership with the York Arts Barge, a high profile initiative in central York to transform a historic barge in the city centre into an arts and music events centre.

Brewers paint experts were engaged to advise on the specialist marine paints needed for the job, paint was supplied by the local store and the restoration project was extensively covered in York social and print media.

New Brewers customers were able to follow the project in the store and online and vote on aspects of the barge restoration appearance.

The opening event effectively brought Brewers out-of-town store into the city centre for the duration helping to spread positive brand awareness.

The project ran as part of our nationwide “Colourful Towns and Cities” programme for Brewers.

Impact

• Domestic customer registration targets exceeded

• Positive awareness of Brewers and its paint expertise and great service was met through local social media and great word of mouth

• A highly visible Brewers brand presence was created in the centre of the city