Promoting a brand in the modern world requires a content marketing and PR approach. It is necessary to use various channels to reach the audience. For our client, the Anwis brand, the work and opinions about building the brand ran in many ways. In order to build its image, we use classic public relations tools as well as modern e-PR. In addition, we focus on content marketing as well as conversion marketing. How to properly use these tools? How to increase the number of conversions? Check our case.
Anwis is an experienced producer of modern solutions for houses and apartments, which has been operating on the market since 1979. The company offers internal and external window blinds, including fabric, Roman, day and night blinds, wooden, aluminum and pleated blinds, as well as curtains. The solutions offered by the company help to control the light, protect the interior, but are also an important element of its arrangement. Anwis has been awarded many times. He received, among others titles: Fair Play company, Gazele Biznesu, Polish Business Leader or Brand Leader.
So how do we promote the brand? Anwis work, opinions for this client requires a multifaceted 360-degree approach and properly selected communication.
It is important to diagnose the needs
Before starting work with one of the leaders in its category, it is important to diagnose its needs. Over the years of the brand's existence, the channels of reaching modern consumers have changed significantly. A new generation has appeared on the market that has different shopping habits than those born in the 1960s or 1970s. How Anwis reacts to changes in consumer preferences - work, opinions, image building brand, are to refer to its mission, which consists in creating modern and stylish window coverings addressed to lovers of functionality. To achieve this goal, it is necessary to use modern solutions.
- Before starting cooperation with a given brand, regardless of the industry in which it operates, we start diagnosing its needs. It is important to define the target group, as well as to check whether the company is open to an innovative approach to communication - says Bartosz Zieliński, Managing Director of Commplace. - Each industry has specific points of contact. It is important to choose the right tools and modify communication after observing the market.
What tools were used in the activities for Anwis - work, opinions. Everything is based on a content approach.
Classic PR for Anwis - work on building the brand image
Does classic PR work? Is this the right course of action for Anwis - work, opinions: Work on construction brand image requires a broad approach. Window covers are an interesting topic for communication - there are not many experts on the market who speak on this topic.
It is important to educate the public and inform about modern solutions that are used in Polish homes and available to Poles. Our tasks also include promoting the brand as part of e-PR. It can be described as all activities carried out with the use of modern tools on the web. E-PR also means preparing texts for SEO, i.e. texts that are properly positioned in the online space.
Anwis. Working with marketing tools
Classic PR and e-PR will be perfect in combination with additional marketing tools. As part of our work for Anwis, we used content marketing. One of our first steps was to create a strategy under which we regularly create attractive content for the content hub and those that we distribute to a specific audience via the media. Our activities are aimed at attracting the target group, as well as maintaining attention for longer. The purpose is to get consumers to visit the website as well as purchase Anwis products. Working for a client in the window covering industry requires a special approach. These are products that are bought relatively rarely - every few or even several years. Therefore, it is important to reach not only B2C, but also business customers who often perform this type of projects and are looking for proven suppliers.
- Planning activities for a client from such a specific industry requires a great deal of commitment. Roller blinds are not essential products. Therefore, communication is aimed at people who are renovating or planning to refresh the interior of their apartment. In addition, it is important to communicate regularly with the business community, which we also do - says Bartosz Zieliński from Commplace.
We respond to customer needs
As part of our activities for the brand, we also use the Marketing Conversion tool (conversion optimization). Our goal is to increase conversion, which is the number of people who visit the Anwis website. Working on optimizing the conversion rate indirectly affects sales and encourages you to buy selected products. In the process of increasing traffic on the website, customer opinions are important. The power of recommendation in the modern world is of great importance.
The activities carried out for this client show that modern tools make it possible to reach a wide audience. What is necessary, however, is an appropriate tactic of actions, matched to the needs of customers.