Making a classic consumer brand famous again – and securing new customers at the same time

the challenge

For 40 years, Potton Homes was famous for designing and building beautiful, timber-framed homes but had allowed itself to become out of touch with the “Grand Designs” generation.  It was in desperate need of a makeover.

Potton was bought by a large building services group and a plan was put in place to re-build the business.  It was clear that a new brand identity was needed, plus a new marketing and sales strategy and every piece of on and offline collateral needed redesigning too. A new direction was also needed internally to motivate and inspire Potton’s staff. The incoming MD had another small challenge – no marketing department either!

our solution

We helped Potton to understand what makes them special and articulate that as a new future for the brand.  

We identified that self-builders want to bring their dreams to life and create a home that is designed to suit exactly how they live their lives. We also helped Potton realise that it is their team of highly skilled designers, planners, craftsmen and project managers who work with their customers to create “beautifully tailored” homes.

the outcome

We chose to use the idea of “beautifully tailored” as the core thought to re-invent the Potton brand and produce a complete suite of marketing materials, including new brochures, website, exhibition stands and more.  

We helped Potton re-design the prospect journey, ensuring that every interaction is properly focused on the needs of the customer, so reflecting the “beautifully tailored” proposition at every occasion.

The Potton re-launch took place at a national consumer house-building event in March 2013, and the impact was immediate.  They achieved a 120% increase in qualified leads compared to the previous year’s event, even though overall visitors were down 19%.  They saw a major uplift in house sales in the months following the re-launch. Plus they received very positive feedback from staff, customers and industry experts.

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