nora systems, Inc., is a German manufacturer of commercial resilient flooring systems that is well established and well known in Europe, less so in North America. Godfrey conducted research to help nora better understand the North American market and buying process. The results of the research were clear: interior designers were the key buying influence in North America (vs. architects in Europe). The design community wanted products that delivered inspired design solutions and also offered exceptional performance, particularly in creating sustainable environments. This was the essence of an extensive repositioning of the nora brand in North America.
The creative challenge was to align the new nora brand image with the natural environment. To do this we created an integrated marketing communications program with a new look and messaging. We combined imagery from National Geographic with bold installation photography to convey the idea of flooring in harmony with nature. We executed an advertising program to create awareness for the new nora brand positioning. An aggressive PR program brought nora’s contributions to greener flooring solutions into focus with the design community, especially in strategic market segments. We developed an environmentally themed permission marketing program featuring a monthly e-mail newsletter called designer’s notebook.
The designer’s notebook e-newsletter is now delivered to over 4,000 opt-in subscribers — in essence, over 4,000 new leads — and is the single largest driver of traffic to the nora Web site. Our nora PR program generates over four times the value (measured in advertising-equivalency dollars) of the client’s investment in the program, while achieving coverage in selected trade media that exceeds all competitors.
Largely as a result of this integrated marketing communications program, nora has experienced a significant increase in sales (over 200% since 2002) and market share. It now sells more rubber flooring than any competitor in North America. North American sales have outperformed all other countries of the world including Germany, where brand awareness is still highest. This program also won the “Best of Division” designation as the highest-rated entry among “Total Communications Programs over $200,000” in the Business Marketing Association’s 2007 Pro-Comm Awards, which recognizes outstanding b-to-b marketing communications work.