Insight managed an extensive print campaign for DR Electrical's 2022 new showroom launch in Syston, Leicestershire. As a longstanding client, we delivered an extensive print campaign, encompassing everything from branded signage to in-store print materials.
Sector
Retail
Project Timeline
2022 - ongoing
Supported In
DR Electrical is a second-generation family-run domestic appliance retailer that was founded over 50 years ago. They have one of Leicestershire’s largest showrooms for washing machines, cookers, dishwashers, fridge-freezers, and Rangecookers, which is backed up by a large storeroom full of stock, a website showing live stock levels, and a sales team with expert knowledge.
Our challenge was to ensure the relocation to their new showroom went smoothly from a brand reputation perspective, with regard to both existing and new clients. The location of the new showroom, Syston, is a small town but one with a bustling community and a large variety of retailers, so establishing the DR Electrical name within the community was key, whilst also ensuring existing customers were fully aware of the relocation.
A date was set for the launch of the new showroom, and we wanted to make this a major event to boost brand awareness and attract a large crowd. To achieve this, we needed to ensure all print work and signage was designed, ordered, and delivered on time, ensuring the showroom was fully prepared for customers on the launch day.
How we helped.
Modernised Branding
With the move to the new showroom fast approaching, we took the opportunity to refresh the DR brand image with an updated logo and set of brand guidelines, setting them up with a modern style that aligned with their business growth.
We used this rebrand to update their business stationery, designing and printing new business cards, comp slips, and letterheads. All materials featured the new logo and address, ensuring a cohesive and modern look.
Print Design and Showroom Signage
With a brand new showroom to revamp in time for the launch event, we considered the entire experience with the customer in mind, designing and producing print materials and signage for both the exterior and interior spaces.
Exterior
Exterior signage included designing and printing the following:
- Large metal wall signs that showcased the main product categories, making it easy for passersby to identify the types of items that DR Electrical sells.
- Branded gate sign
- Staff and visitor parking signs
- Snap frame posters displaying key business information such as the store’s opening times.
We also collaborated on the design of the main storefront banner, which prominently displays the Euronics and DR Electrical branding and is visible from key locations such as the train station, helping visitors to find the showroom.
Interior
Within the showroom itself, we designed and printed the following:
- Clear product category signage to help customers easily locate the appliances they are looking for.
- Interior posters displaying essential business information
- Shelf wobblers with messages such as “demo me” to place onto some of the appliances.
- Price card template for the client to use on each appliance in store, which included a QR code that customers could scan, allowing them to quickly access detailed online information about each appliance.
Alongside other marketing efforts to promote the launch event to people around Syston, we designed and printed eye-catching flyers announcing key information about the event for DR Electrical to distribute.
The results.
Increased brand awareness in Syston
Our rebranding and print marketing initiatives have significantly boosted DR Electrical’s brand presence in Syston. The launch party was also a success, drawing in both existing customers and new faces from the local Leicestershire community.
Increase in Website Traffic
The increase in brand awareness, driven by our targeted print marketing efforts in conjunction with online marketing and other efforts, directly contributed to a 60% rise in website users based in the Leicester area in the six months following the launch compared to the six months prior. This substantial rise in online engagement specifically within the local Leicester community highlights the effectiveness of our signage and promotional print materials in reaching and attracting new customers.
The future.
Since the successful launch in May 2022, we have continued to support DR Electrical with ongoing events and campaigns aimed at further increasing brand awareness in Syston, providing them with a range of print materials and digital marketing support.
This includes print work for their 2023 ‘Food and Fashion’ Event and 2024 ‘Easter Egg Hunt’ where we designed materials such as DR Electrical branded goodie bags, printed vouchers, promotional posters and flyers. We have also designed and printed discount Trade Cards for DR Electrical trade members.
Moving forward with DR Electrical, we are excited to continue supporting the company’s success through effective marketing strategies and ongoing assistance.
