MICHAEL'S APPLIANCE CENTER

Branding

Nobody Knows Appliances like Michael’s.

The client had been using this tagline for years, but without consistency. BBG&G decided to stick with it, and use it everywhere. It allows us the opportunity to share the messages that prospects need to hear and tie them all together with their unique selling proposition. Their truth. Nobody Knows Appliances like Michael’s.

Taking it a step further.

We discovered early on, one of the very unique services Michael’s offers to everyone who walks through their door is their knowledge.

BBG&G developed the Michael’s Badge of Knowledge as a fun and engaging way to promote their knowledgeable sales team. Badge of Knowledge TIPS are used on in-store displays and on Facebook. Wherever you see the icon, you will find a helpful tip on buying or caring for your household appliance. In addition, Badge of Knowledge stickers are used to engage children who accompany their parents shopping, providing a fun way for the sales team to interact with the children and teach them a little bit about appliance shopping. This not only helps out the parents in keeping the kids entertained, but educates future prospects on choosing the right appliance for their unique situation.

Web/Digital

BBG&G developed a new, responsive website for Michael’s, ensuring customers could easily view their site from computer, tablet, or mobile device. Quality photography direct from their major suppliers was utilized, providing visitors with ideas and a vision for their new kitchen or laundry room.

The site is full of features like Schedule a Repair, the Rebate Center, FAQ’s and Appliance Care Tips, Online Shopping, a Blog, and a special section for Builders and Designers.

Digital Advertising

To ensure plenty of people come to visit this engaging new site, a Digital Advertising Campaign has been implemented on local media sites. In addition, a retargeting campaign tracks visitors to the site and displays the Michael’s ad repeatedly as that person continues to surf the net. Since consumers need 7-10 marketing touches before they really start to take notice of a brand, retargeting campaigns are very successful and keep Michael’s top-of-mind.

PR & Social Media

PR

As a full-service agency, BBG&G goes the extra mile for our clients and negotiates as many media add-ons as possible. Here are a couple of examples of PR tie-ins we have been able to secure for Michael’s in this first year of working with them:

  • Michael’s Spring into Summer Event, an afternoon of music, fun, and prizes including a LIVE Broadcast by Country 97.3 WJGK with the Wheel of Prizes from 12-2pm.
  • Giveaways included a Frigidaire Gallery Dishwasher plus installation, a family four pack to see the Yankees vs Seattle Game, and gift certificates to Cosimo’s.
  • FOX Radio’s Let’s Talk Hudson Valley, a half-hour long interview hosted by Bob DeFelice, with Michael’s General Manager Andy Guattery and their Advertising and Customer Relations Manager Frank Dragone.

In addition to negotiating these events, BBG&G provides all coordination and provides our clients with talking points and coaching, as needed.

Social Media

Based on Michael’s target market, we utilize Facebook and Facebook advertising to increase Michael’s brand exposure. Based on research and a clear strategy, we’ve implemented a Facebook page that is fun, engaging, and informative — all the things a brand wants in a social media presence.


Michael’s Facebook Stats

  • Average of 10 new likes per month
  • Average weekly post reach to date for 2015 is 400% higher than 2014
  • Page engagement increased by 645% in 2015

Campaign

Michael’s provides their best pricing every day and doesn’t believe in sales. So, when Black Friday and Christmas roll around, they typically stop their advertising and choose not to compete during this season. BBG&G suggested something different, and with our Black Friday radio spot, Michael’s increased their sales for November and December by 7% over 2013.

A print ad campaign was developed to promote Michael’s in newspapers and magazines throughout Orange County. The three important messages we decided needed to be shared included:

  • Quality to fit every budget
  • After you buy, that’s when we really shine
  • Shop with the experts

A radio campaign, with cohesive messaging, supported the print ads.

TV & Video

Our TV spot for Michael’s Appliance Center showcased how their expert knowledge sets them apart. Not only do they offer superior quality and value, but they also go a step above the rest in terms of service. When you shop with the experts at Michael’s Appliance Center you’ll feel confident in knowing that you have a friend in the business who can guide you every step of the way.

Case Study

The Context:

Michael’s Appliance Center is a family owned business founded in 1945 as a one-man appliance repair shop. Having grown and moved several times, Michael’s is now located in a 15,000-square-foot facility in a city known for its retail shopping, and offers a truly unique shopping experience with a sizable showroom and an extensive selection of products to fit many price ranges.

But while Michael’s had grown significantly over the years, their brand was old, and they needed their marketing material to match the impressive company they had become.


The Solution:

BBG&G was brought in to develop a consistent, cohesive brand, along with messaging that is relevant to their customer. A quick and simple logo update was step one. Then we needed to really get to know Michael’s and their competitors to ascertain what really makes them stand out. Why should people shop there instead of a well-known chain store?

We discovered early on, one of the very unique services Michael’s offers to everyone who walks through their door is their knowledge. It’s absolutely free! With big box stores as their major competitors, this knowledge, teamed with their “after-the-sale service,” provides us with a huge differentiating factor.