PREMDOR
Product Proposition & Campaign
CONTEXT
What are Doorsets?
Doorsets are pre-assembled door systems that include the door, frame, and hardware They are designed to simplify the installation process by providing a complete unit that can be fitted as a single piece, saving time and reducing the risk of errors during assembly.
Market Opportunity
The UK doorsets market is a growing segment of the broader door industry with increased demand driven by construction in both residential and non-residential sectors. The market includes various types of doorsets, such as fire-rated, acoustic, and security.
The Brief
Develop the product proposition and campaign strategy for Premdor’s target segments - distributors, contractors and merchants.
DIAGNOSIS
Customers aren’t doing the right maths when comparing the price of sets to the price of a door and all required add ons. Consequently, sets are seen as expensive; their value is not understood and therefore underestimated.
The strategy needed to close the gap on the perceived additional cost of doorsets versus value. Premodor needed to embed awareness and understanding of its doorsets proposition in order to convert customers from the traditional door slab to higher margin doorsets.
STRATEGY
The true value of a doorset, over door slabs, is not truly understood by all customers. We needed to reframe doorsets as a value choice in many instances due to cost and installation efficiency. We did this by showing customers that with doorsets the heavy lifting has been done for them and linking the emotional benefits to key product attributes.
Proposition:
We’ve done the heavy
lifting for you.
Articulation:
You’re all set
With:
Repeatable Complete Installation
Rigorous Fire Testing
Secure by Design Accreditation
Transparent Certification
You’re All Set
Attributes:
Proven & Easy
Less checking, less budget spent
Safe & Secure
More purchase confidence, more peace of mind
Fast & Flexible
Less time sourcing, more options on site
TACTICS
To support the development of the tactics for launch and beyond, Sharp & Co delivered the following:
Creative Briefs
Messaging framework
Campaign ecosystem
Worked alongside the internal team to support understanding of the strategy and direction of travel.
The campaign was brought to life by edna.studio.
