Tru Vue: Case Study

The Company:

Tru Vue is the #1 manufacturer and marketer of value-added, high-quality picture frame glass in the world.

The Challenge:

Tru Vue’s most important target, independent framers, view Tru Vue’s best product, Museum Glass, as too expensive for their customers causing them to rarely offer it for fear of losing the sale.  We literally needed to re-educate the framer about what the real value proposition of Museum Glass was.

The Insight:

Through research, we learned that many consumers care a great deal about what they are framing and are willing to purchase the best materials available. We also knew that the framers wanted their customers to be delighted with the end result to increase repeat business and referrals. ENRE@CH developed a two-tiered strategy targeting both framers and consumers, teaching both that Museum Glass is more about value of protecting and beautifying art, as opposed to the price of the glass.  Encouraging framers to understand the human value of what their customers were framing went a long way in convincing framers to change their behavior and offer Museum Glass.

The Results:

We created sales kits, in store merchandising programs, educational videos, print ads and special programs to help framers succeed in their markets.  As a result of al this activity, sales of Museum Glass has steadily increased 15% each year since the campaign began.