From the other side of the counter
Blum successfully promotes its brand recognition through kitchen test drives.
30/05/2018
Russian Blum representatives triumphantly launched kitchen test drives together with Ginis group at St. Petersburg Mebel City 2 furniture shopping centre. It was the sixth promotion of the kind. Before, the campaign was carried out on 2 platforms in Moscow, and also in Bryansk, Novosibirsk and Vladivostok.
Kitchen test drive was devised by Blum marketing team. It allows customer to see and touch the real-life kitchen, to understand its functionality, while their kitchen is only being designed. The campaign is focused on the end consumers, and talking about St. Petersburg, the visitors of Mebel-City 2 who are determined to buy a kitchen. The project was initiated by Russian Blum representatives.
“On the global market Blum is never looking at end consumers, it is only the case in Russia,” says Elena Fedotikova, head of marketing department at Blum, Russia. “Our Austrian colleagues don’t see consumer profile, as they only deal with B2B segment. On the contrary, our aim is to raise brand recognition among end customers. So we needed to try it from the other side of the counter. This approach has already proved successful. And we can see growing number of clients demanding to install our fittings in their kitchens.”
