Napoleon is a quality manufacturer of gas, electric and wood fireplaces, gourmet gas and charcoal grills, outdoor living products and a complete line of heating and cooling equipment. They are one of the leading hearth brands in Canada but, up until a couple years ago, had little brand awareness or distribution in the U.S. Hoffman York set out to help Napoleon achieve similar success in the states. Position Napoleon’s hearth products as essential to enhancing life’s memorable moments and elevate the importance of the fireplace in the minds of professional contractors, architects, dealers and consumers.
An innovative research study titled ‘Hot Spots’, and the campaign that sprung from it, helped Napoleon increase brand awareness by 32%, usage by 46% and overall preference by 51% among professional building contractors. What’s more, these efforts helped Napoleon to realize double-digit annual sales growth over the past two years while establishing Napoleon as an industry thought leader. The multi-channel, multi-media campaign played a critical role in Napoleon being named 2018 Marketer of the Year by Hanley Wood. The award recognized innovation and excellence through marketing programs that drive sales using modern tactics.
We measured the preferences of more than 900 people considering building or remodeling a home. We then identified design elements that created positive responses with buyers. Design elements like fireplaces. What’s more, we found that those positive responses transfer to the builder, contractor and designer, which increases satisfaction, differentiates projects and sells more homes.
To actualize these ideas, we partnered with award-winning architect Wayne Visbeen, AIA, IIDA, to provide ideas and content for a Hot Spots design guide. This 62-page book offers consumers and building professionals design ideas to create Hot Spots in a variety of spaces throughout the home. For those who prefer digital, we created an Inspiration Gallery on Napoleon’s website
TRADE SHOW SUPPORT
At the International Builders’ Show, Visbeen and HY’s Dave Brown presented the Hot Spots research to designers, architects, remodelers and builders. The Napoleon booth also echoed the campaign. Efforts continued with more than 50 presentations at industry events and HPBA chapters, culminating with Dave Brown’s keynote presentation on Hot Spots at HPBExpo.
The Hot Spots message and findings were the star of a national trade campaign, which included a variety of ads in magazines like Builder, Remodeling, Architect and Hearth & Home. The campaign featured lifestyle imagery showing the beauty and impact of Napoleon fireplaces and how they can magnify some of life’s most memorable moments.
A Hot Spots press kit was developed to convey key findings to media, and the Napoleon team conducted trade media outreach surrounding the IBS show and beyond. Content was translated to provide consumer-friendly insights to key media outlets. The campaign garnered nearly a million impactful, industry impressions, and more than 100 million consumer impressions.