Newmarket Paint are a family run business, manufacturing high quality paint and providing a commercial decorating service. Catering to both private and trade customers, one of our main marketing aims are to increase their customer base, especially in terms of getting more footfall in the shop.
With decorating your home being a very visual, subjective matter, we realised that there was a definite need for a paint chart to show off the range of shades available to existing customers, and to attract more new customers doing their own DIY.
Our first step was to meet with James, director of Newmarket Paint, to go through their requirements and take a full brief.
We first needed to establish what information was important for their customers to take from this chart. A key USP of theirs is that they are an independent, as well as having over 38 years’ experience in the trade, so we made sure to include their history and founding story within the paint chart copy. As this was to be a quality product for customers to keep hold of, we worked with James to create useful tables for customers to calculate the volume of paint they will need for best coverage on a job, plus drying times.
Creating the paint colour names was an important part of the process, so our copywriter visited James to put together a range of names that fitted the colours perfectly, using a theme inspired by their town and namesake, Newmarket. Although they supply their paint nationwide, where they work and live is really important to them and were keen to get this across in their marketing material. Ensuring all the paint names were original, linked to the racing capital of the world, worked with the actual paint colours and vitally, were not copy righted elsewhere, was a tricky task for our copywriter but she rose to the challenge!
Newmarket Paint also provide decorating services and their team had just finished a large refurbishing of Heath Court Hotel. When discussing design for the paint chart, it became clear that they didn’t have any professional photography which, in their line of work, is important to have. We arranged for a photographer to visit the location with Jo and get some beautiful photos of the newly decorated bar and restaurant area, completed by Newmarket Paint.
Once this was done, our designer could get to work and put everything together – the result was a paint chart to be proud of.
The final challenge was print and production. One option for the paint charts would have been to have the colours litho printed, but this can alter the colour accuracy. As they manufacture the paint themselves, it was vitally important to Newmarket Paint that the colours were perfectly represented. For that reason, we chose a specialist paint chip supplier who painted boards with each paint colour, cut out the squares and individually stuck them onto each paint chart. Not only does it mean the paint is perfectly represented but it really reflects the quality of Newmarket Paint and their brand values. The finished product is such a premium item, we hope customers will keep hold of it for future reference.
After the paint charts had been in the shop for a week, we spoke James who told us, “the colour cards have had some great feedback and we already have some popular colours. For the record, ‘Starters Orders’ was the first colour sold!”
Perhaps it’s time for a spot of redecorating…