JK Design – Lockwood Homes needed to create awareness in the highly competitive new-build market in South Auckland. Specifically they needed to get potential clients interested in, and visiting, their new Lockwood showhome. Thanks to some compelling creative across Stuff’s digital and local print products, they enjoyed record numbers for its opening.
The building industry is challenging for any operators in this current climate – highly competitive, heavily regulated and pressured margins at all stages in the design build process due to rising materials cost.
Although Lockwood is a recognisable New Zealand home brand, people don’t always associate long established and affordable house-build brands with innovation and contemporary design.
Jana and Kieran owners of JK Design – Lockwood Homes, had worked hard to build an appealing partnership of design expertise credentials and quality building experience. Their full service offering was a point of difference that they also wanted to communicate and demonstrate to potential clients.
They needed to shift traditional perceptions of Lockwood homes and ensure they would be a serious contender at the builder selection stage with their valuable target market. They also needed to showcase the architectural features, quality and craftsmanship that comes with a Lockwood home.
JK Design – Lockwood Homes knew that one of the most effective ways to secure new clients is to get them inside a Lockwood home so they can truly experience everything that a Lockwood home offers. It also provides a face-to-face opportunity to build rapport with potential clients.
Visitors get the opportunity to see the specific contemporary and architectural features that maximise light and flow without excessive floor space, which is a useful cost saving, and see Jana’s interior design skills which is an extra service in partnering with JK Design – Lockwood homes.
Organising a new show home comes with a hefty investment. It was critical that their Marketing plan had cut-through with their audience, communicated the right messaging, drove foot traffic, and ultimately conversions as quickly as possible.
To ensure potential clients prioritised visiting the show home they organised an official opening and had Board members of the Franklin Council welcome visitors and cut the ribbon.
JK Design – Lockwood homes is also passionate about their community. This means they actively contribute to community fundraising events and give back as they are invested in their community thriving as well.
JK Design – Lockwood Homes needed a trusted media platform in which to tell their whole story in a meaningful way to their local target market.They chose to advertise exclusively with Stuff.
JK Design – Lockwood Homes chose to run a regional digital and in-paper campaign to reach their prospect target market. Geo-targeted native drivers drove traffic to a sponsored content article on Stuff that also featured a link to the Lockwood site.
Geo-targeted display advertising on Stuff also drove clients to their website. The two executions promoted the opening event followed by the news that the showroom was open. The campaign ran from 5 August to 10 October 2019 with the opening of the show home taking place on 18 August.
Stuff Sales Reps recommended the Franklin County News (published bi-weekly) to raise awareness quickly and the in-paper advertising launched with a striking false cover that provided space to tell the background detail on the business, profile Jana and Kieran and share many appealing photos of the show home’s features and layout.
A media plan of full and half-page advertisements followed which featured the styling, interiors and various spaces of the new Lockwood showroom, encouraging people to visit and view it for themselves.
Jana and Kieran work on the model that 20 groups will convert to four build contracts, so on the night of the opening were hoping to have 20 couples or groups attend – but stopped counting after 40 groups were registered.
The sponsored article on Stuff.co.nz received over 7000 page views, with average time spent on the page being over 56 seconds, and a further 387 users clicked through to the Lockwood site.
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‘‘My Stuff representative was invaluable in enabling us to tell our story and showcase our new showhome. They were able to advise the best placement in the paper and online and helped us build a strategy around doing this. The campaign performed well above expectations and we stopped counting after we had 40 couples through the door at our show home open day.”
- Jana & Kieran (JK Design - Lockwood)