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EzyVent The Client EzyVent is a brand name owned by Professional Marketing and Sales Pty Ltd of Melbourne, Australia. The client is one of Australia's leading kitchen designers and an astute marketer. The product is a modular system for proper ventilation of oven range hoods from the kitchen to the outside of the home. The Problem Most range hoods purchased in Australia are European imports. The problem is a technical one European and Australian measurements and fittings are incompatible. This, in turn, results in other problems... "solutions" that are usually makeshift, clumsy and unsightly, as well as often being inefficient and unsafe. Historically, the kitchen industry has tried to ignore the problem, passing off the responsibility to their kitchen clients, for whom, typically, the first awareness of this issue comes when the kitchen installer asks them where the venting kit for the rangehood is, then explaining to them, belatedly, that providing one is their problem, and their kitchen designer should have told them. So the client is left to go in search of a non-existant solution while their kitchen installation is delayed. As often as not, a jury-rigged, make-shift "solution" is cobbled together by the installer or a plumber, which then has to be boxed-in by the installer at extra cost to hide the unsightly result, losing storage space at the same time. The Solution Our client created a modular system of fittings, including adaptors, which would provide a quick, simple, clean, efficient, effective, safe and, by comparison, inexpensive solution. Our role was to create a classic trade-and-consumer marketing strategy that would make the EzyVent system the obvious solution for everyone involved. Our brief included product identification, packaging, Point of Sale materials, customer information, installation instructions and other support materials. Marketing Strategy The client's own industry knowledge identified Kleenmaid as one of the largest importers of oven range hoods in Australia. An existing relationship with the company's senior management made it the logical target for a proposal to help launch the product with a substantial initial order and production run. (This proposal was successful and, four years later, a second proposal was put to Kleenmaid for the expanded range.) With the Kleenmaid relationship established, we could turn our attention to the issue of wholesale distribution to kitchen appliance retailers. To support showroom sales, the shipping carton was designed to serve as a handy Point of Sale display unit. A special Demonstration Kit was created to show showroom visitors how the EzyVent system solved the incompatibility problem, and underscore the other substantial benefits it delivered. Special instructions for showroom staff, flyers for customers and installation instructions for kitchen installers were created, as well as easy-to-use Selection Guides and Product Information Sheets. The strategy was highly successful, resulting in repeated bulk orders for our client. Download the following documents as PDF files to view the kind of support materials we created for EzyVent. Please note that these may not be current information. For up-to-date documents, visit the EzyVent web site at www.ezyvent.com.au
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Case Studies, Examples and Testimonials
