Communicating the Benchmarx Difference
Benchmarx Kitchens & Joinery
250 pieces of coverage
86% included at least one key message
The Challenge
To raise awareness of Benchmarx with homeowners, so the brand would be front of mind for anyone planning a kitchen renovation.
In the competitive kitchen design space, we needed to position Benchmarx as knowledgeable, trustworthy and friendly experts. Communicating the Benchmarx difference by showcasing the quality and style of the brand’s bespoke kitchen ranges, all at a cost-effective price point.
The Idea
We devised an always on press office approach to reach audiences across national, home and lifestyle, self-build, and regional outlets.
Using proactive and reactive media liaison, we focused on product placement, showcasing aspirational yet affordable range of kitchens.
To educate the audience on kitchen design, we also placed expert comment in key media outlets, from design hints and tips and trend insights to kitchen innovations, where to spend / where to save, and get the look features.
With the addition of engaging competitions, our media relations also included clear CTAs, directing consumers to their nearest branch, to book a free kitchen design appointment or download brochure.
The Results
In twelve months, our activity delivered 250 pieces of coverage including:
- 144 homes and interiors
- 86 regionals
- 24 nationals
- 18 self-builds
Across this coverage the average DA was 60:
- 86% included at least one key message
- 77% was in tier one or two titles
60average DA