Marketing homes to affluent women
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The Buck Lumber Design Center brochure and email template
Buck Lumber has long been a trusted name in the Charleston building trade, its building materials center near James Island well-traveled by custom builders, architects, and others.
Now it can add interior designers to that list. In the summer of 2008, Buck Lumber opened a large design center complete with a wood-paneled conference room for visitors, state-of-the-art presentation technology, and life-size samples of everything from high-end windows to weather-resistant railings: anything an upper-income homeowner might need for a home renovation or custom home design. (If you've seen the HGTV and Fine Living Network shows on which designers accompany their clients to furniture stores, landscape nurseries, and custom cabinetry studios to select items to use in their homes, you know the concept.)
A significant portion of the new design center's consumer target market is made up of women baby boomers; its business-to-business target market includes architects, designers, and custom builders. Buck Lumber's goal was to reach both audiences with a large brochure and regular email announcements using a versatile e-template.
We designed the brochure primarily to appeal to the baby boomer target market. Our Buck Lumber contact described how she had observed this audience's appreciation for fine, textured papers, and we designed the brochure accordingly: the simple, graphical cover makes the thick columned paper the star of the show, and pique-textured interior paper shows off the gorgeous photos. Both are untextured, an unusual choice for a photo-heavy publication, and the end result was rich and sophisticated, with both a visual and tactile appeal.
We designed the email blast template primarily to appeal to builders, architects, and designers, carrying over elements of the brochure cover with a cleanness designed to appeal to the orderly mind of an architect and enough innovation (the design literally extends "outside the box") to appeal to the creativity of an interior designer.
The end result? The brochure has won accolades from both consumers and the trade... and soon after the grand opening of the design center, we received an invitation to the offices of a highly reputed Kiawah Island custom home builder whose principal had toured the center, picked up the brochure, and came away impressed.
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