Case study: Practical Hi-Fi

Background

Practical HIFI are an independent retailer of high end HIFI and home entertainment systems. They have carved out a niche in a competitive market by combining natural passion with unrivalled knowledge about their products. Our brief for Practical HIFI was to increase foot traffic to their stores through the process of a rebranding, a press campaign, a new website, and e-mail newsletters.

Our approach

Practical HIFI's strengths as a passionate, personable and independent expert set the tone for our thinking immediately. After visiting their stores, researching their products, and meeting their team it became quickly apparent that they had something a little different. A slightly unnerving passion. Obsession even.

That realisation led us to a new strapline and approach - one meant to highlight the fact that they are completely, utterly 'Obsessive about hi-fi'.

Press campaigns

A targeted press campaign was developed to initially raise the brand profile, with a tongue-in-cheek humour oriented around the 'Obsessive about hi-fi' message, designed to develop a stronger brand personality. A secondary run of adverts followed, with a more direct, product-specific approach to generate a more active response.

A new website

As well as being a sleek and professional reflection of the products and services offered, the website became a forum to demonstrate Practical HIFI's knowledge and trouble-shooting experience. A question and answer system was added, where their in-house experts could answer home technology queries for the benefit of all visitors. Subsequently, by offering informational value along with a comprehensive catalogue listing, a personable, enthusiastic image of the company was promoted, and a loyal user base was created.

Email campaigns

This style was carried over to the e-mail campaign with a similarly sleek, tightly-branded design containing HIFI and home cinema editorial - whilst promoting in-store special offers, products and seasonal sales. By promoting the e-mail newsletter on the homepage Practical HIFI were able to gather a large and comprehensive subscription list. Through using our emil marketing system they were able to create and manage all of their email campaigns themselves.

The results

The ultimate effect came through an increase in visitors to both the website and their physical stores.