Marketing strategy
Record-breaking sales
through a strategic partnership
Handlangers propels Impermo to new heights
Over the last century, the name Impermo became shorthand for tiles, nature stone and wooden flooring. What started off with a single man purchasing a second-hand tile press in 1918, is now a market-leading business in Belgium.
Impermo’s offering is simple yet clear. They inspire customers with a broad range of products and quality service in their state-of-the-art showrooms. Traditional, timeless or trendy? They’ve got it all.
In 2019, Handlangers and Impermo joined forces. In close collaboration with the management and the marketing team, we kicked off a rebranding project that propelled them to new heights.
Impermo isn’t Impermo anymore.
And yet again… it still is.
Our biggest marketing goal from the get-go? Creating a strong brand positioning. Because Impermo is a strong brand that has a lot to offer. And getting this brand to shine is a team effort.
To revive the Impermo brand, we developed a new core strategy. We needed to showcase their broad range of products and professional in-store service, while focussing on proximity and quality. This is what we came up with:
- Renewed brand positioning and profiling
- Above-the-line campaigns for radio and TV featuring the right mix of emotion, information and call to action
- Optimised omnichannel strategy
- New marketing attribution strategy between online, offline and points of sales
Radio and TV commercials that turn heads and fill hearts
Creating top-performing radio and TV advertisements. That was our common cause. And we passed with distinction. Independent research conducted by Insites Consulting confirmed that our commercials ticked all the boxes: from likability and brand recognition to purchase intent. Best in class. Combined with a strong media strategy, our creative output boosted in-store traffic. Mission complete.
Offline marketing isn’t dead. You just need the right strategy.
Reviving offline marketing in a digital world is quite the challenge. And that was just what we set out to do for Impermo.
With the renewed brand positioning on our minds, we redefined Impermo’s offline marketing track. How do you create print publications with the right mix of inspiration, information and pricing details?
Our art directors found the right balance between images, words and data. The result? Print publications that swiftly guide potential customers along their individual buyer’s journeys.
In a digital-driven world, a nonoptimized website kills online traffic. That could only mean one thing: makeover time. Driven by UX and flawless design, we took the Impermo websites to the next level. Our goal: An online platform tailored to fit customer expectations.
Dive into strategic marketing?
Have you got a project or idea you want to discuss?
Contact us
hello@handlangers.com
+32 (0)9 2788437
Offices
BELGIUM
Handlangers bvba
Lange Violettestraat 94
9000 GENT
+32 (0)9 2788437
THE NETHERLANDS
Megalomaan bv – Handlangers
Herikerbergweg 292
1101 CT Amsterdam
+31 (0)20 3085150
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