Moments Emphasize Emotion, Position Name
Showplace Cabinetry has beautifully designed cabinets and a reputation for fantastic customer service. HenkinSchultz knew this was part of their story. But we also wanted to make the Showplace experience part of their customer’s story too.
Think about it, a great story pulls you in from the beginning. You are actively listening. You become emotionally invested in the characters and what they do. What a powerful tool to bring to any form of advertising. But ideally, any benefits should be wrapped in a great story.
In our new campaign ads, it wasn’t enough to simply show their great products. We needed to invite customers into the scene itself. The stunning kitchen remodel was not just hardware, it was Your “morning coffee” place. Or Your “chardonnay should be shared” place.
By injecting these little snapshots of life – or chapters, we begin to tell a story that invites people in. Moreover, by emphasizing “place”, we are reiterating the company name. We are owning the idea that this is the place to choose when you’re building a new set of memories.
Yes, we’re selling cabinets, but we’re also getting customers emotionally invested in the chapters of life. When you can imagine your new kitchen or remodel, you’re more likely to commit to that investment.
HenkinSchultz continues to build those chapters with beautiful new photography, print placements and an entire brand and logo refresh. It’s all designed to bring focus to things that matter. The cabinetry is always the star, but the shared moments are always the story.
Read more on how we built our relationship with Showplace Cabinetry here.