Topps Tiles aims first ever national TV campaign at female customers
Topps Tiles has launched its first ever national TV advertising campaign in a bid to target female customers.
Clear Marketing Communications has created the commercial, which focuses on the home improvement firm’s commitment to high levels of service and aim to position the brand as the number one specialist for tiles and wood flooring.
The 10- and 30-second commercials will air on terrestrial and satellite channels, and will be supported by Topps Tiles’ sponsorship of UK Style and London Weekend Weather.
“Our approach marks a major departure from the traditional product-led advertising common to the DIY marketplace,” said Jim Smith, managing director for Didsbury-based Clear.
“Importantly, as well as mass appeal, the TV ad has been designed to engage with the key decision-makers in this sector - women, and DIYers who now prefer to GSI (get some one in).”
In the last 18 months, the company has opened 32 new stores around the UK taking its total to 258 nationwide. However, it is hoped the latest marketing push will help the firm with its growth ambitions.
Alan Saunders, marketing director for Topps Tiles, said: “Having topped the 250-store mark we felt it was time to invest further and expand our reach with a new national TV campaign, which we hope will fuel growth even further to help us achieve our 350 store goal.”
“It is vital in this marketplace for a brand to carve out a clear identity for itself and remain in touch with customers and we’re confident that this campaign will further strengthen our hold on the market.”
Media was handled by MediaVest.