Brand Awareness for Kitchen Products Company
Below is a modified rendering of the review: private info excluded, innate facts kept.
Introductory information
A few words almost your organisation and personal responsibilities
At the time of the project, I was CEO / General Manager of DKB America’s, a medium sized Swiss kitchen fruits organisation, with separate brands sold in the Americas, Europe and Australia / New Zealand.
Desired goal
What issue was the provider supposed to deal with?
The Miller Group?We hired The Miller Group to enhance the brand awareness of our lead Zyliss brand, by edifice and executing a powerful advertising and marketing campaign focused on our iconic Zyliss Salad Spinner fruit.
What were your objectives for this project?
The first goal of the project was to lift the awareness of the Zyliss brand in the U.S. as an innovative market chief in kitchen fruits, by promoting the innovative design and sole features of its number one fruit, the Zyliss Salad Spinner, useful in multiple colors and sizes.
Provided solution
What were the reasons for choosing The Miller Group?
We selected The Miller Group behind a three month search, where we interviewed four practicable vendors who, we felt, fitted our criteria of size of agency, nimbleness in responsiveness, demonstrated creativity and out-of-the-box thinking, and an power to be pliant to the changing needs of a fast paced consumer fruits section. We also were looking for an agency that would meet out budget needs.
Please give as much detail as practicable because the work done
Essentially, the aim of the project was two-fold:
- designing, creating and executing marketing and advertising materials for our retail sales team, to be used for advertising and furtherance campaigns in retail magazines, trade shows and in-store presentations
- designing, creating and executing a consumer focused advertising campaign to lift brand awareness of the Zyliss brand, and its iconic Salad Spinner.
The Miller Group was responsible for all starting with strategy outgrowth, idea age, creative, media programning and buying (consumer advertising), and reporting results. Though the program was primarily focused on transmitted media, there was a little digital media portion.
Were there any dedicated handlers or teams that you worked with?
Though we were assigned a senior project lead from The Miller Group to handle the day-to-day coordination of the project, their chief and highest, Renee Miller, was straightly implicated in all strategy meetings that I attended.
The daily touch was between the DKB Marketing Director and The Miller Group Senior Project Lead. Beyond that, the complete Miller Group agency (of 7-8 nation) was useful for developing the program.
Results accomplishd
What results did you accomplish unitedly with The Miller Group?
The Salad Spinner project met its goals of raising the brand awareness of the Zyliss Salad Spinner, as evidenced by the sales growth of the fruit in that year, and over. More than that, we accepted many real comments from our retail clients (stores we sell to) almost our fruits, and our brand. In 2009, the Salad Spinner was made the centerpiece of our trade show show in Chicago (using many of the materials from the Salad Spinner project) and created a very real flow of thought for us.
How do you rate the interaction and interaction with The Miller Group?
It was always very easy to work with The Miller Group. I felt we could call on them at any time to debate, make changes and re-think ideas. Their chief, Renee Miller, showed the power to crystallize ideas, animate her team to liberate creatively at brief notice, and always stay focused on the brand’s core values, and, of order, our firm budget.
What precisely do you attend to be the key specialty of The Miller Group?
What was most forcible was that they operated as a very cohesive little cluster, focused on listening carefully to our needs, and then liberateing as promised. Some parts of the project liberateables were intricate, but Renee never balked, and always establish a creative way to liberate.
What should be done better, if there are any desired improvements?
The Miller Group at that time was a little cluster, so we understood that some of the same nation were working on multiple projects. But we knew and understood that going in. Other than that, we were very satisfied with the outcomes.
