Posted 5th August

Omega focuses on ‘joy’ in marketing makeover

5th August 2019 - 13:20pm
kitchen, omega plc, manufacturer, marketing, brochure, consumer, research, kbb, kbbdaily, cogent, creative agency

Kitchen manufacturer Omega Plc has overhauled its marketing materials following consumer research to make the journey of buying a kitchen – and not just the finished result – more “joyful”, according to the company.

“We found from in-depth consumer research that there was a big conflict between the very positive feelings people have of finally having their dream kitchen installed and the stressful journey beforehand, in the planning and ordering process,” said sales and marketing director Andrew North.

“The main concerns were the worry of making the wrong decision and expensive mistakes and many said they found the process overwhelming at times because there were just so many choices and so much technical information.”

North added: “We discussed this with our creative agency and agreed to use these important insights as the basis for a major makeover of all our retail brochures putting the consumer at the centre and showing how we can bring real joy into homes. We want there to be joy in owning a beautiful space, sharing that space with others and knowing beautiful memories will be made there.”

Bruce Hutton, CEO of creative agency Cogent, added: “Using the key consumer insights, we have updated all of Omega’s new brand brochures to help customers feel not only the great joy in owning a new kitchen, but also making the entire buying process easier and more enjoyable.

“Omega’s new brochures include the largest range and colour change in Omega’s history including inspirational content, new lifestyle photography showing families enjoying their space, interior design advice and colour combining, as well as editorial stories to describe the manufacturing product benefits.”

Hutton added: “The detail within the specification sections have also been made more simple and helpful. All this is intended to make browsing a brochure not only informative, but also more witty, fun and an overall a joyful experience.”


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