Premier kitchens & bathrooms

''Reaching the right people at the right time within our region was key to the success of the campaign. We saw a significant increase in footfall and website visits and were very pleased with the results.”

Shane Forsythe , Sales & Marketing Director, Premier Kitchens & Bedrooms.

Challenge

The aim of the campaign was to drive footfall to the Premier Kitchens & Bedrooms showrooms and increase traffic to their website. As Premier Kitchens & Bedrooms can only serve their local areas the campaign was delivered to the Anglia West region. 

 

Insight

We needed to reach the right people at the right time. Although the purchase of a kitchen is a large investment involving all members within the household previous studies have shown the female is the predominant decision maker who will start to research and gather information.  

 

Idea

Regional ITV would provide the best platform for Premier Kitchens and Bedrooms to showcase their range to their target audience within close proximity to their stores. 

 

Implementation

Premier were able to target affluent Housewives during a relaxing environment when viewing programmes, such as daytime favourites Loose Women and Jeremy Kyle and evening soaps such as Coronation Street and Emmerdale. ITV worked closely with Premier to ensure that the scheduled campaign was well suited to this category and targeting the right audience at the ideal time.

 

Results

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    The campaigns were seen by 44.5% of Housewives in the Anglia West region.
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    During the 2 week campaign Premier saw a 17% increase in visitors to their website and a 33% increase in footfall in to their showrooms compared to the 2 weeks prior to that.
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    Premier Kitchens & Bedrooms were very pleased with the results of the campaign and achieved an impressive £8.04 ROI in 2016.