Stoov
Brand Research for Stoov: European Growth via 'The Regular Guy'.
Case Information
Stoov, a fast-growing infrared heating cushion provider, sharpened its brand positioning for further European market growth through targeted brand research. By focusing on specific Category Entry Points and archetypes, Stoov effectively steers its marketing message and strengthens its market position. This case illustrates how a scale-up leverages insights to build a scalable brand strategy.
The Question
How is Stoov building strong brand growth in Europe?
Stoov, a rapidly expanding scale-up specialising in infrared heating cushions, aims for continued brand growth and awareness across the Netherlands, Germany, and wider Europe. To maintain and extend its leading position, Stoov sought to refine and deepen its brand strategy. A comprehensive brand research e-commerce project was essential to determine the best positioning for the brand in these diverse markets. But how do you approach such an international study as a scale-up with a relatively small team?
A robust e-commerce brand study was needed to ascertain how the brand could best position itself in these diverse markets. But how do you approach such international research as a scale-up with a relatively small team?
The Challenge
How Stoov Remains Distinctive in a Growing Market.
As a fast-growing e-commerce scale-up, Stoov sells infrared heating cushions, making it crucial to strengthen its brand image and awareness. Previous marketing campaigns, such as a successful TV billboard, demonstrated that a clear message boosts sales. However, to maintain its pioneering role and grow further in the Netherlands and Germany, Ilse van Loon (Head of Brand & Communications) realised a distinctive ‘hook’ was necessary for their marketing message.
The approach
Category Entry Points and archetypes define brand strategy.
Blauw experts Wilco and Simone initiated the brand research e-commerce with exploratory community research, allowing Stoov to monitor live via a dashboard. This provided insights into consumer motivations and barriers, and identified which Category Entry Points (CEPs) were essential for their strategy. Additionally, an archetype module explored how German consumers perceive the Stoov brand, directly guiding the marketing message.
<span data-metadata=""><span data-buffer="">The result
A Clear Brand Strategy for Rapid International Growth.
Stoov’s brand strategy has been significantly refined, focusing on specific Category Entry Points and a fitting archetype. The insights were immediately actionable, providing concrete guidance. For instance, unexpected concerns about product safety were promptly addressed on the webshop, demonstrating the organisation’s agile response based on data.
Consequence of the Result
How the insight led to action.
Message Refined Around Enjoyment and Lounging.
The communication aligns with the consumer’s experience and strengthens the association with comfort.
New Campaign for the Netherlands and Germany.
A newly developed international campaign for 2023, based on the refined brand strategy.
Safety Concerns Addressed in the Webshop.
Stoov addresses potential objections proactively, building trust with hesitant buyers.
Tools for International Growth.
Stoov now knows how to tailor its marketing message to the local market context.
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What are Category Entry Points (CEPs) and why are they important for a brand strategy?
Category Entry Points (CEPs) are specific moments or situations when consumers think of a particular product or brand. By identifying these ‘triggers’, Stoov can more precisely tailor its marketing message. This helps to connect the brand to relevant needs, boosting brand awareness and market growth.
How can brand research help a scale-up with international growth?
Brand research helps a scale-up like Stoov understand brand perception and cultural nuances in new markets, such as Germany. Gaining insights into archetypes and relevant CEPs allows for effective adaptation of the marketing message to the local context. This leads to faster and more sustainable international brand growth.
How can brand safety research be directly integrated into marketing?
Insights regarding brand safety, such as questions about the safety of infrared heating cushions, can be directly incorporated into your marketing. By proactively and transparently communicating about product safety, for example on the webshop or in advertisements, concerns are reduced and trust grows. This creates a stronger and more reliable brand identity.
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