Creating product awareness

and generating worldwide sales

UX Strategy • Responsive Design • Campaign Strategy & Design

Brand Strategy • Packaging Design • Web Development

Creating product awareness and generating worldwide sales

UX Strategy • Responsive Design • Campaign Strategy & Design • Brand Strategy • Packaging Design • Web Development

In 2003 the American paint manufacturer, Chroma Inc., had unsuccessfully attempted to launch their ‘unique artists acrylic’ into the U.S. fine arts market. They approached Spire to give it another shot by using the digital environment to create both product awareness and sales.

Atelier is a fine artist’s Acrylic paint that is well established in the Australian and New Zealand markets and at one stage had been successfully placed in 173 outlets across the United States. However, due to poor sales, the paint steadily lost its retail presence in the U.S. and eventually disappeared from the shelves altogether. Most resellers were happy to include the paint in their online stores, but with no product

awareness and no incentive to buy online, the sales simply stopped. One of the main frustrations for Chroma Inc. was that Atelier was the first Acrylic of its kind. An Acrylic that behaved like an Oil paint and yet dried at the speed of an Acrylic. The uptake of the product in the U.S. had been minimal, but the artists that were using it swore by it and became advocates, doing what they could to promote awareness.

atelier_homepage

So what was the solution? The first thing that we had to address was the Atelier brand, ensuring that it belonged in the same group as its competitors, that it conveyed the right level of quality through its packaging, and that the brand positioning delivered a clear and consistent message that was relevant to its audience.The ‘positioning’ was reworked to allow the audience a sense of choice and comfort. If they choose to buy Atelier on its own, then they would be buying a high quality

‘traditional’ Acrylic, one that would allow them to use the product in the way that they had become accustomed to. And if they bought both Atelier and its Unlocking Formula, then they would be buying a world of innovative possibilities. Secondly, we had to embed the 2-pack philosophy into the business, so that Chroma Inc. ensured that where ever Atelier was sold the Unlocking Formula was by its side. These products were also aligned in look to help connect them at the point of sale.

atelier_color_chart

Creating a central online communication resource. Chroma Inc. had one website that showcased all of their brands, these included; kids paints, students paints, mediums and speciality paints. Atelier needed its own website, that was clearly positioned to the fine arts market and communicated how to use the product to its fullest. We created a site that 

offered artist demonstrations, galleries, endorsements, competitive product comparisons and the world’s most in-depth fine artists colour charts. By using video, diagrams and consistent messaging we were able to develop a compelling artists resource that would help to support product awareness and de-mystify any misunderstanding.

atelier_interactivepage

Attracting our audience. Starting with a database of ‘0’, we had to offer a compelling reason for visitors to come to the website and try the product. There’s no greater incentive than offering a sample kit for free. However this was more than a sample kit, it was a ‘test’ kit, that showed the audience exactly how to use the Unlocking Formula and realise first hand 

that not all Acrylics are the same. This promotion ran through online and offline channels, utilised Social media, PPC advertising, Blogging communities and Artists subscribers to generate a database of over 100,000 artists in 10 months.

atelier_gallery

Starting a conversation. Our first engagement was to survey our newly formed database to find out exactly what they thought of the paint, its attributes and what we needed to focus on to refine our messaging and product support even further. By sending out eMail Newsletters through MailChimp we were able to direct our segmented audiences to various

parts of the website to support their needs and to be able to offer them greater value.Once our communication had been refined we reached out to the Art Associations all across the U.S. to educate the teachers at the grassroots of Acrylic painting practices, to learn the ‘unique’ qualities that Atelier could offer to their students.

Atelier’s traction in the U.S. market continues to grow. The goals of gaining product awareness and greater product sales have in part been achieved, however, the bigger goal is to get Atelier back into retail stores across the U.S. to further strengthen its growing awareness in the market. The site still enjoys a huge amount of traffic and regularly gets enquiries 

from artists as far away as Germany and Scandinavia. Making Atelier a truly global Acrylic brand is becoming more probable every month. Based on this initial success we will be working with Chroma to expand the Atelier range to include; Oils, Watercolours and Gouache, helping to make Atelier a complete range of fine artists products.

Let’s discuss your requirements

Creating product awareness and generating worldwide sales

In 2003 the American paint manufacturer, Chroma Inc., had unsuccessfully attempted to launch their ‘unique artists acrylic’ into the U.S. fine arts market. They approached Spire to give it another shot by using the digital environment to create both product awareness and sales.

Atelier is a fine artist’s Acrylic paint that is well established in the Australian and New Zealand markets and at one stage had been successfully placed in 173 outlets across the United States. However, due to poor sales, the paint steadily lost its retail presence in the U.S. and eventually disappeared from the shelves altogether. Most resellers were happy to include the paint in their online stores, but with no product awareness and no incentive to buy online, the sales simply stopped. One of the main frustrations for Chroma Inc. was that Atelier was the first Acrylic of its kind. An Acrylic that behaved like an Oil paint and yet dried at the speed of an Acrylic. The uptake of the product in the U.S. had been minimal, but the artists that were using it swore by it and became advocates, doing what they could to promote awareness.

atelier_homepage

So what was the solution? The first thing that we had to address was the Atelier brand, ensuring that it belonged in the same group as its competitors, that it conveyed the right level of quality through its packaging, and that the brand positioning delivered a clear and consistent message that was relevant to its audience.The ‘positioning’ was reworked to allow the audience a sense of choice and comfort. If they choose to buy Atelier on its own, then they would be buying a high quality ‘traditional’ Acrylic, one that would allow them to use the product in the way that they had become accustomed to. And if they bought both Atelier and its Unlocking Formula, then they would be buying a world of innovative possibilities. Secondly, we had to embed the 2-pack philosophy into the business, so that Chroma Inc. ensured that where ever Atelier was sold the Unlocking Formula was by its side. These products were also aligned in look to help connect them at the point of sale.

atelier_color_chart

Creating a central online communication resource. Chroma Inc. had one website that showcased all of their brands, these included; kids paints, students paints, mediums and speciality paints. Atelier needed its own website, that was clearly positioned to the fine arts market and communicated how to use the product to its fullest. We created a site that offered artist demonstrations, galleries, endorsements, competitive product comparisons and the world’s most in-depth fine artists colour charts. By using video, diagrams and consistent messaging we were able to develop a compelling artists resource that would help to support product awareness and de-mystify any misunderstanding.

atelier_interactivepage

Attracting our audience. Starting with a database of ‘zero’, we had to offer a compelling reason for visitors to come to the website and try the product. There’s no greater incentive than offering a sample kit for free. However this was more than a sample kit, it was a ‘test’ kit, that showed the audience exactly how to use the Unlocking Formula and realise first hand that not all Acrylics are the same. This promotion ran through online and offline channels, utilised Social media, PPC advertising, Blogging communities and Artists subscribers to generate a database of over 100,000 artists in 10 months.

atelier_gallery

Starting a conversation. Our first engagement was to survey our newly formed database to find out exactly what they thought of the paint, its attributes and what we needed to focus on to refine our messaging and product support even further. By sending out eMail Newsletters through MailChimp we were able to direct our segmented audiences to various parts of the website to support their needs and to be able to offer them greater value.Once our communication had been refined we reached out to the Art Associations all across the U.S. to educate the teachers at the grassroots of Acrylic painting practices, to learn the ‘unique’ qualities that Atelier could offer to their students.

atelier_feature

Atelier’s traction in the U.S. market continues to grow. The goals of gaining product awareness and greater product sales have in part been achieved, however, the bigger goal is to get Atelier back into retail stores across the U.S. to further strengthen its growing awareness in the market. The site still enjoys a huge amount of traffic and regularly gets enquiries from artists as far away as Germany and Scandinavia. Making Atelier a truly global Acrylic brand is becoming more probable every month. Based on this initial success we will be working with Chroma to expand the Atelier range to include; Oils, Watercolours and Gouache, helping to make Atelier a complete range of fine artists products.

Let’s discuss your requirements