Case Study: THE DELTA PRO SERVICE PROGRAM

A Professional Audience Gets Priority Focus

OVERVIEW

Attracting an Untapped Market

WHAT WE DID

  • Research
  • Guidelines
  • Marketing
  • Displays/Counter Site
  • Website
When our client Delta Faucet Company shared market research that said pro installers are responsible for a significant percentage of all decisions regarding kitchen and bath fixtures, Simon/Myers was intrigued. Through research of our own, we soon discovered that most fixture brands were failing to invest in the very specific needs of these pro installers. 

In fact, these brands were relying on their consumer-focused websites and promotions to do double-duty with pro audiences. This presented DFC with a significant B2B marketing opportunity. Seeking to lead with a “Pro Is Our Priority” message, we worked with DFC to reimagine their pro installer outreach and launch their first-ever pro service program.

Depicting an Authentic Reality

Working directly with pros, Simon/Myers conducted interview sessions to uncover their needs and desires. From this new market research, we learned how important it is to accurately reflect the day-to-day reality of their jobs when creating any B2B marketing to them.

For example, when the pros saw photos of installers wearing pressed and spotless uniforms, they made it clear this did not reflect reality. They were insulted by another photo that showed a sloppy drywall cut and a messy work area. Using these insights, Delta Faucet Company and Simon/Myers set out to create the most authentic and compelling Pro Service Program possible.

Creating Guidelines for Consistency

To give the new Delta Pro Service Program a firm communications foundation, S/M designed  a comprehensive Pro Style Guide, with the goal of ensuring a consistent, professional look and feel across all program components. Loaded with examples that cover a full range of tactics and executions, the guide is essentially a toolbox to be used by all of DFC’s internal and external partners.

Launching the Program

To announce the launch of DFC’s groundbreaking Pro Service Program, we’ve already created several attention-grabbing components. Our introductory print ad, which appears on the back cover of the industry’s go-to contractor directory, features a strong “Pro Is Our Priority” message. It also drives pros to a landing page that encourages them to become Delta Certified Installers, while teasing the breadth and depth of the coming website. 

And for Delta’s booth at the Spring 2023 Kitchen & Bath Industry Show, we created both a 2-minute video and a counter card to build program excitement among show attendees.

Driving Pros to Get Certified

Because becoming a Delta Certified Pro is the key that unlocks program benefits, encouraging online certification has been the focus of our multi-media messaging (print, email, video, digital, and display). Not only do Delta Certified Pros automatically appear in Delta’s online Installer Directory, they receive a digital badge to display on their websites and social channels. 

Put simply, certification helps Delta Pros capture leads for their businesses. Even better, it allows DFC to capture priceless pro leads from across the country.

Launching the Program

As part of DFC’s new pro-first initiative, they wanted to establish a stronger brand presence at plumbing supply warehouses like Ferguson, Grainger, and Hajoca. So we designed a series of on-site displays that look like toolboxes and feature a “Made for Trade” theme. We also created an in-store counter site where pros can search for the specific DFC hardware they need.

In addition to building brand awareness, both the displays and the counter site allow DFC to execute in-store promotions specific to each distribution partner.

Providing a Place to Build Business

We’ve designed the Delta Pro website to be a full-service, business-building destination. Sections include:

Product Finder
Search and filter through thousands of products by trade, retail, or online exclusives

Training
Education and links to the installer certification program and directory

Resources
Warranty information, order tracking, and an online video library for installation support

Support
Live support, forms, self service, and troubleshooting links

The site features an online certification link and a link to DFC’s lead-generating pro installer directory. In the end, we want the Delta Pro website to become one of the first places pros go to grow their business. Check it out here

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