Launch of the new Garden Line - garden hearths from UNICO

Product premieres are a milestone in the development of many companies. Appropriate planning of the implementation process may determine the success of the implementation, including the reception of new products by the target group. One of the challenges our agency faced was planning the implementation of the new line Garden Line – garden fireplaces, for our client - UNICO brand.

About the Unico brand

The Unirol company, which has been the owner of the brand since 1988, operates in the heating sector. The Unico brand has been on the market for over 30 years. The company started from providing installation and construction services, but over time it has evolved into a well-known and significant supplier of products and services related to ecological heating systems on the Lower Silesian market.

The breakthrough moment was the year 2000. It was then that the company began to implement solutions in the fireplace industry. Fireplace inserts of prestigious foreign companies were imported and distributed. Based on the experience gained, in 2002 we started our own production of Unico steel fireplace inserts with chamotte cladding (air and water jacket).

All products sold by the company, both imported and manufactured, are marked with its own, well-recognized logo: Unico. And the main motto of the brand is the slogan "The difference is quality".

About the Garden Line

Garden Line garden fireplaces are a continuation of Unico's cooperation with the CALM Design industrial design studio. The dualism of the lines is visible in the discrepancy of the characters of the 4 collections: curved, delicate shapes are opposed by strict, geometric block forms. The designers drew inspiration from the creation of Oval and Divi from nature. The shapes visible in the collections are a natural complement to the botanical aspect of the gardens by transferring the silhouettes of flowers to the steel structures of the hearths.

Geo and Functional are distinguished by sharp, expressive shapes. When designing them, the designers thought about modern, industrial spaces characterized by austerity and minimalism.

Challenges for Commplace

Our main task was to create a strategy for introducing products to the market using current and new communication channels. As part of the activities, we conducted an SEO analysis and prepared appropriate press materials. We also verified the demand for a given solution, seasonality and analyzed the offers of the competition.

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The scope of cooperation

During the cooperation, we will use a variety of tools that require the joining of forces of individual Commplace experts. Only in this way - using modern online marketing solutions, we will efficiently and effectively reach the group of recipients who are interested in garden fireplaces.

Verification of competitors' activities in the area of a new product

In this case, an audit of competitors' activities allows you to create a precise and effective plan for introducing a new product to the market. It is also an opportunity to compare individual aspects related to the product (price, specification) and marketing activities carried out by the competition.

SEO audit

The SEO audit carried out by Commplace includes an analysis of potential recipients' interest in a new product, as well as an analysis of seasonality. Thanks to this, we are sure when it is worth introducing a new offer to the market.

Preparation of a coherent and comprehensive communication strategy

Communication strategy will allow you to reach the group of recipients of garden hearths efficiently and effectively. At Commplace, we are aware that the prepared message should be consistent, regardless of the publication channel.

Selection of appropriate media and interest of journalists

In the case of implementing new products, one of the main goals of our activities is the interest in the premiere of appropriately profiled journalists who will direct the message so that it reaches potential customers.

Google Ads campaign

The next step that will allow you to efficiently introduce the product to the market is a campaign conducted in the Google search engine. We are aware, however, that there are many factors that determine the success of an advertisement. These include the appropriate optimization of target groups, attractive photos or descriptions. Thanks to this, clicks will translate into sell. And we know how important it is for our clients.