Panelling Centre

The challenge:

How to market a service to customers, who aren’t consumers or end users? This is an age old challenge in categories employing a pull strategy to drive demand. So it was with The Panelling Centre – provider of high quality kitchens, whose market of trades people and architects perform an essential specifier role but who don’t necessarily pay for the end product.

The solution:

Our insight here was for the trade customer – the fitter and specificier – word of mough and recommendations form the backbone of their own pipeline for business. Hence the proposition we settled on was that their customers couldn’t fail to recommend them if they recommended a Panelling Centre Kitchen solution. Or simply put – they’re kitchens their customers would want to shout about.

The creative execution in press and radio presents a fun picture of said customers, literally shouting about their new kitchen.