Porcelanosa

Porcelanosa has evolved from a small tile company to a global leader in the innovation, design, manufacture and distribution of trendsetting tile, kitchen and bath products. Their global presence extends to over 140 countries through more than 400 company-owned showrooms, distribution centers, and an extensive network of independent distributors and retailers. Porcelanosa continues to be a major global trendsetter.

When Porcelanosa first approached Daniels + Roberts, their US infrastructure of 21 company-owned showrooms, six distribution centers (strategically located throughout the country) and over 1,500 additional points of sale were taking a fragmented approach to building brand awareness and implementing lead generation programs to multiple audiences in a number of vertical markets.

Our first task was to centralize their marketing strategy and develop localized marketing communication programs targeting both the B to C and B to B markets. Next, we developed geo-specific marketing and media budgets for each company-owned location and developed integrated media strategies for each one, based on its existing sales volumes and sales goals.

Not only did D+R implement all local brand and lead gen strategies, we also centralized their national brand advertising to the segmented markets, developed messaging for each vertical (residential, commercial, hospitality, retail, corporate, architectural and interior design), created numerous print, digital and social campaigns, direct marketing materials, sales support and collateral, photography, web development, catalog design and more.