Granite Transformations: Case Study

The Company: 

Granite Transformations is an international company that creates gorgeous granite countertops that fit right over your old countertop. They have over 150 franchisees and showrooms all over America, Canada, Australia, Great Britain and Germany.

The Challenge:

Help move Granite Transformations to the next level.

With over 90 showrooms in many states, the franchisees had few materials to work with, and even less regard for the marketing approach corporate was taking. Almost all the individual franchisees were doing their own marketing and communications, with widely varying results. There was no primary information about their consumer or target, and no measurable way to understand if they were actually influencing their potential customers. Additionally, each of their showrooms and customer experience differed greatly from location to location, despite a near-national footprint.

The good news was that leads continued to come in, there was solid growth in the field for many, and the product itself is outstanding.

The Insight:

Through primary research, we discovered that many of the messages Granite Transformations franchisees had previously used were turning off the largest potential target group and allowing them to reject the product before they even got a chance to consider GT.

We also discovered that even though a lot of money was being spent in individual markets, few people knew about Granite Transformations, and what made their products different.

Additionally, we discovered that there was too little communications going on between corporate and the franchisees, creating even more stress on the important growth and business of the groups.

The Solution

First, we talked frankly with corporate stakeholders about where their strengths lay, and where we felt additional thinking and resources were needed to create a more complete, strategic approach to their business. Then, armed with knowledge and information, research and insight, we created a strategic concept that engaged the critical ”rejecter” group, as well as our other targets and got them interested enough to call the local GT showroom.

The Results

This year, with most of the franchisees working with this new campaign, there is a 30% increase in business over last year. All franchisees are using the same materials, all uploaded to an ad-builder program that allows for localization and some customization within accepted parameters. Showrooms across the country are beginning to have a similar look and feel, as the customer experience gets worked on and refined. Television commercials were created and being run. We’re helping to create local co-ops to build even more structure and share of voice in local markets. Franchisees clearly feel empowered yet more devoted to corporate. And most important, we are working on the international and national planning for the coming year and beyond, with a solid base of consumer knowledge and a strongly defined strategic concept.