Return on Ideas

Results

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.

Research

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.

Design Guide

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.

Advertising

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.

Earned Media

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.

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