/ Customer Experience / Event Marketing / Content / Branding / Lead Nurturing /
We transformed the brand and reached record sales.
Stonex, a custom countertop and stone company specializing in granite and quartz, is the top fabricator and installer of stone surfaces like kitchen countertops, bathroom vanity tops and fireplace surrounds in southern Ontario.
When Stonex first approached us, they were in need of a brand refresh with strong key messaging to differentiate themselves from a growing number of competitors. Prior to working with us, their GM was managing their marketing. At that time, they were running radio and Google ads but had no idea if either of them were working.
Building a foundation
Our foundational work began by identifying their key challenges. We ran a marketing strategy workshop with the Stonex team to determine where there were gaps and then built a strategic road map, plan and budget for the year. We discovered they had the following issues: gaps in their SEO, only three ranking keywords, bad website performance, poor messaging and stronger competitors.
As part of their marketing plan for the year, we prioritized which customers they were going to target and developed a comprehensive strategy that included several unique tactics to reach those target customers. Then we drew up KPIs to measure the success of this marketing strategy. We also ran additional workshops to develop their current messaging and enhance the look and feel of the brand.
Laying the groundwork
Differentiating the Stonex brand
It became clear during these initial strategy workshops that Stonex’s commitment to superior customer service stood out as a significant differentiator among its competitors. It was such an important key message that it was added front and centre to its new tagline: “Exceptional. Every step of the way.”
Stonex’s brand transformation also included a logo tweak, a website refresh, and new monthly content—social media, blog posts, newsletter, brochures, etc. A custom magazine, ST Quartz, showcases Stonex’s own branded quartz. We updated their business collateral with new business cards, stationery, notepads and pocketed folders to hold any product information that customers collect while visiting the showroom. And we added stickers to their stone samples so that customers now have the product information and an image of the entire stone slab on the sample they take home.
To meet customer demand, Stonex also introduced a brand extension. Clients were always asking for recommendations on sinks to install with their new countertop so Stonex introduced Lavanti—its own line of modern, affordable, stainless steel designer sinks with low, direct-to-consumer pricing.
Brand identity and tagline
Customer service tools
Defining and supporting the customer journey
We mapped Stonex’s customer journey to be CASL compliant. Customers check-in at the showroom through iPads, allowing Stonex to store full client documentation on the tablets. This information enables Stonex to monitor and nurture customers through the sales funnel. PPC campaigns run on a monthly basis to support sales with additional campaigns built to promote specific sales events.
SEO and pay per click advertising
Direct mail campaigns
Enhancing the brand experience
Customer experience and employee engagement
Its customer experience has also improved with easier access to product information and answers to customers’ questions, as well as quicker customer follow-up. Internally, the company has benefited from monthly meetings and reports that track their progress, along with employee communications and events.
Now, Stonex has stronger messaging, more targeted advertising, better customer experience, stronger internal engagement and a new lead nurturing program. And within six months of rollout, Stonex was experiencing record sales …
Sales and marketing alignment
Customer service support
Measuring the impact
Sales events drove record sales for two straight months
To boost retail sales, we organized Stonex’s first-ever retail sales day at its Woodstock showroom. The event was supported with local radio ads, targeted social media ad campaigns and a live-on-location radio broadcast with London’s Best Rock FM96. Street signage also played a significant role in the success of the event as it not only communicated when the showrooms were open, but that they were also open to the public. As a result of the event’s success, Stonex experienced their best two retail sales months on record.
“Quote from Stonex quote from stonex quote from stonex quote from stonex.” - Stonex Stonex, Stonex, VP Stonex