J. ARTHUR BOWERS
& GROWING SUCCESS
CLIENT: WILLIAM SINCLAIR
William Sinclair was a distant fourth in the market for garden chemicals, compost and fertilisers – having had its brands ‘traded’ for years under previous management. Their portfolio of brands was suffering from de-listings from the major DIY & Gardening stores. The brief was to develop a portfolio of strategy and bring the brands to life. Having worked with the incoming Marketing Director on the pan European positioning for Hozelock, this was a category we knew a lot about! The challenge here was to dig down to the deeper emotional connection that people have with their gardens to better understand how they choose between brands.
Using our proprietary NeedMaptm tool we developed seven gardening archetypes from ‘Status Seekers’ to ‘Pragmatics’. The ‘Connected’ segment were a group of consumers who felt deeply connected to their plants and gardens. It was their needs we tapped into for the J. Arthur Bower’s brand to great effect: when the brand was reintroduced to the market, it rocketed from being a distant fourth, to market leader in a matter of weeks. The portfolio was re-listed in B&Q and Sinclair hit their first-year sales targets in Qtr 1.
Haines McGregor brought together strategic vision, sensitive insight, and magnificent creativity to
reposition my brands at both Hozelock and Sinclair, I don’t know of an agency who better ROI.
Simon McCardle, Marketing Director, William Sinclair
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