Protect and Grow
The largest pool cover and roller supplier in Australia, Daisy was exposed to market share cannibalisation. The retail sales market was also challenging as with getting the reseller channel engaged in supporting Daisy.
Scope of Works
Daisy engaged Brand One and One Digital in 2014 to protect and build the business. Brand One remains working with the team at Daisy today and have helped the business grow into New Zealand.
Discovery & Background
As one of the pioneers in the industry, Daisy had a role in educating and selling-in the merits of a pool cover to Australians. ‘DAISY SAVES’ was the positioning and tagline used for years to tell the story of how a pool cover saved water, chemicals, cleaning, time and more! With new entries and the possibility of cheaper imports, this campaign also served to build the market for its competitors. We had to ‘own’ the market and take the high ground to protect its dominant market share.
The objective was to re-position the company firmly to protect market share and grow the business both at retailer level and online, nationally.
What We Did
Our work over the years have not only repositioned the brand, but commercially translated to increased sales and market share nationally. We have been successful in this with cost effective but highly engaging content and digital strategies including the design and execution of annual consumer and retailer campaigns.
Multi-Channel Marketing: Research into the market showed the trend in both in-store sales and online. The trend was moving more online but the traditional pool supply stores still played a very important role. Analysis was also conducted to see where the revenue was strong and where the opportunities were by state and by channel.
Creating a Brand and Market Positioning as ‘Australia’s Favourite’. It was clear that Daisy had an awesome product range and could credibly take the high ground in terms of quality of products and service excellence. As the best-selling pool cover in Australia with the best Aussie products in this planet (ok close!), we took the market position as ‘Australia’s Favourite’ backed by the evolutionary change (which save loads of costs in changing artwork on vehicles, POS and more as we could progressively change these) from ‘Daisy Saves’ to ‘Daisy Quality’.
We brought family fun into the brand’s personality and backed it up with a full refresh in all collateral on and offline. A vibrant Aussie brand was born that resonated with the target market who loved water and summer!
Value proposition: A market position, value proposition and key messages to market were clearly identified and articulated to support the business into the future. Not only was Daisy to become ‘Australia’s Favourite’, it was set to lead the market in innovation and help the retailer network ‘to sell more’.
Strategic planning and leveraging on and offline media to max the gains: Brand One has worked together with the team at Daisy over the years as a trusted, outsourced marketing and communications team. We’ve built annual strategic marketing plans with calendars of activities to align with the seasonality of sales. We’ve also helped to build the brand year on year aligned with its family values and summer fun.
A multi-channel strategy is deployed each year targeted at the consumers (potential buyers) and retailer (shop front and internet). The right media for each target audience was built into the strategy.
A Strategically Built Digital Platform
- Annual summer campaigns: Leveraging the reach of social media, we’ve deployed highly creative summer ‘challenges’. Creative included the Daisy ‘Best Splash’, ‘Best Aussie Photobomb’, ‘Best Aussie Selfie’ and ‘The Daisy Dab’. Designed to gather likes and followers and encourage shares, we’ve watched each year as our targeted consumers and retailers gain greater and greater buy-in into the brand through their conversations and sharing on social media. We’ve also aligned the Daisy image with ‘cool’ brands such as Apple, GoPro, iPhone, Galaxy and UE MegaBoom through the prizes. Retailers we also engaged with prizes bringing more business into their stores.
- Commercial and useful website! A new website was built to reflect the energy of the brand as well as to be a critical sales tool. Resource Centres, online quote tools, FAQs and more were built to help the sales process. Yes, this was designed by Sales and Marketers and not tech guys!
- Integrated digital strategy: eNewsletters, Search Engine Optimisation, Search Engine Marketing, social media advertising and engagement, online ads, targeted blogs and more have all worked hard together to build the market positioning for Daisy and deliver profitable revenue.