Super-Premium Positioning for a Professional Brand
JennAir, a super-premium appliance brand with a goal to elevate the kitchen experience, wanted a way to more effectively reach their target audience of those in need of high-end kitchen appliances. Facing a declining consumer demand and an increasingly competitive market, JennAir’s challenge was finding a way to increase their market share while maintaining the brand’s premium image.
Since JennAir products are found in independent and speciality appliance retailers, BTI used this premium channel distribution to emphasize the brand as professional, luxurious and exclusive. We then leveraged JennAir’s partnerships with other high-end lifestyle professionals, such as the brand’s affiliation with interior designers and strategic product placements with Top Chefs. To support these partnerships, custom digital assets, communication materials and promotional displays were created. In addition to ongoing marketing support, BTI also developed customized invitations and collateral for communicating purchase incentives.
JennAir increased their brand recognition in comparison to previous years and has relied on BTI for regular marketing support and client counsel on a regular basis since 2008.