Designer Kitchens Direct has been designing, manufacturing, and installing luxury kitchens in Sheffield for over 40 years. They implement a 5-star service and work with their customers to create truly bespoke kitchens that are built to last a lifetime.
The Challenge
The UK kitchen market is unique. It walks the line of being quite concentrated, with a handful of market leaders, while also being fragmented, with an increased presence of smaller businesses. This makes it difficult for brands to cut through and stand out, which is what DKD was struggling to do.
The Solution
For us to help Designer Kitchens Direct we developed an effective cross-channel strategy that elevated the brand's positioning. We ensured each touchpoint reflected the brand's core values and USPs, connected with their audience, and created a compelling value proposition.
Content & Creative Assets:
High-quality photography and videography were essential to position the brand as luxurious and convey the value of their products. We regularly captured content that showcased the materials, designs, variety, and detail of each kitchen, which was then integrated throughout all marketing channels.
We also developed a new kitchen brochure, which we strategically integrated into our website and leveraged within our paid advertising campaigns as a high-performing lead magnet.
The Website
The website is a crucial customer touchpoint that needed to mirror the brand’s dedication to quality and service. To enhance the site, we prioritised the development of an effortless, inspiring, and compelling user experience. We restructured key messaging to emphasise USP’s and integrated our high-quality visuals to showcase the brand’s craftsmanship and product diversity.
To guarantee an easy journey across all devices, we implemented intuitive navigation and streamlined user flows. Additionally, clear call-to-actions were strategically positioned to significantly improve conversion rates.
Paid Search & Social
Having not previously utilised Paid Social Media, this posed a significant opportunity for us to expand reach into a new audience. We developed a streamlined but highly targeted lead generation funnel which effectively captured new acquisitions by leveraging a new Kitchen Brochure we designed as a lead magnet.
We paired our new creative assets with compelling ad copy that reinforced the core values of the brand. This strategy sparked the user’s imagination, elevated the ads, and gave users a real sense of what DKD can produce.
Given the high demand and competition within the market, DKD’s paid search (PPC) strategy was a priority. Our goal was to increase both visibility and conversions from potential customers. This was achieved by developing a comprehensive lead generation funnel specifically targeting customers in the research and consideration phase. The ad copy was crucial; it needed to engage and persuade our target market while simultaneously deterring irrelevant users seeking lower-priced options.
