Karndean International, the global flooring company, have engaged Marketing Team Direct since September 2011 to develop Consumer, Retailer and Commercial marketing strategies for all 2012 UK marketing activity – and to support new global brand positioning.
Our work has created a fundamental shift in Karndean’s approach to marketing effectiveness, focusing on consumer experience and engagement (rather than product) as a priority.
The adoption of our strategic direction and overarching theme by global board and UK leadership, now means that we are creating specific, targeted campaigns to consumer demographics, as well as Karndean’s 2000-strong UK retailer network.
MTD is also implementing campaigns targeting a range of commercial audiences from Architects and Interior Designers to Contractors and Home build corporates, to public and private end user groups.
For MTD, Karndean is a great example of a significant and successful business that recognised the need to evolve, move away from long established marketing principles, and invest in technology to affect change – and then reap the rewards through growth in market share, sales and retailer loyalty.
We are proud to have been instrumental in this evolution and we look forward to building on 2012 activity through 2013 and beyond.