Using a number of image campaigns, we revealed the new positioning. Where most of the competitors choose to put low pricing and product offers centrally in their campaigns, we decided to put the process central for Baderie. Crossmarks, together with Baderie decided to put the focus on to the resource commitment. From a scattered use of means with low visibility, to TV commercials on national channels with a large range of the target group.
The Bathroom Handbook is a complete reference book, filled with inspiration for the layout, functionalities, and the matching products for your new bathroom. Choices for a bathroom can be quickly made from an aesthetic point of view, but Baderie strives to create bathrooms that not only look amazing, but are also practical in use. That is why Baderie explains the pros and cons and possibilities of layouts and products for their customers in the Bathroom Handbook.
With Baderie, the possibilities for a new bathroom are endless. Baderie helps the customer with the composition and realisation of their ideal bathroom by going through 5 steps together (Inspiring, Choosing, Designing, Enjoying) and ensures the most comfortable purchase process.
Baderie inspires multiple times per year with a TV commercial and a newspaper on bathroom trends. The steps ‘Inspiring’ and ‘Choosing’ are central here.
Additionally, the latest edition of the Baderie Trend newspaper will be available in the showroom where a number of bathroom trends are highlighted.
Crossmarks, together with Baderie developed a unique concept: Baderie All-in As clear as it gets! With Baderie All-in you will know exactly how much your bathroom costs beforehand... One price for your new bathroom, including all products and installation. Crossmarks was responsible for the communication concept of Baderie All-in, including naming and logo. In addition to the TV commercial, Crossmarks also developed the in-store material (for instance price tags, ceiling hangers and flyers). The Baderie All-in commercial can be seen on TV now and can be viewed here.
To give the customer the feeling that the process is completely under control from day 1, we have developed the brand attribute ‘The Comfort folder’. Each phase the customer goes through is covered in this folder. From inspiring up to enjoying the new bathroom. The folder contains useful information and tips. Furthermore, all correspondence about the bathroom, including samples, can be kept in the folder. In addition to this folder we have developed a logging journal that contractors can fill in and leave behind during the installation of a bathroom or toilet. The logging journal allows customers and contractors to communicate questions and progress, even when the customer isn’t at home during the day.
The new Baderie commercial has been broadcast on the STER since November 2015. The steps ‘Inspiring’ and ‘Choosing’ are central here. The possibilities at Baderie are endless and Baderie is eager to advise customers about trends and possibilities for a bathroom. The use of this inspiring commercial creates a substantial increase in traffic.